medellín: Neurociudad
CLIENT: MEDELLÍN CITY
Medellín is one of Colombia’s largest and most dynamic cities. This project was created to develop a visual identity system that captures the essence of Medellín—its innovation, resilience, and connection to nature. It was developed by a team of Colombian graphic designers: Camila Rubio, Laura Rojas, and Lizeth Torres.
We selected a typeface that reflects the city's spirit of progress and innovation. Medellín earned the title of Innovative City of the Year in 2012, competing with over 200 cities worldwide. As noted by Carolina Moreno in the Huffington Post, “The city built public libraries, parks, and schools in poor hillside neighborhoods and constructed a series of transportation links from there to its commercial and industrial centers.”
Inspired by this transformation, we designed a logo rooted in these same values. A calligraphic typeface complements the primary font to emphasize the city's commitment to environmentally friendly initiatives.
The green color palette symbolizes sustainability, while the dot on the “i” is shaped like a flower, highlighting Medellín’s natural beauty. The “M” is subtly modified to represent the mountains surrounding the city, and the underline beneath "Medellín" symbolizes the metro system—a key part of the city’s connectivity and progress.