The Plural Branding agency, founded by Álex López, alumni of the Degree in Multimedia and Graphic Design at UDIT, University of Design, Innovation and Technology, has been in charge of developing the visual identity for the Toledo 2031 candidacy: Shaping Culture .
This new identity, which represents a decisive step towards becoming the European Capital of Culture 2031, is inspired in the macla, that is to say, the association of two or more twin crystals, symmetrically oriented with regard to an axis or a plane .
As the agency points out: "This is how we understood Toledo: not as a sum of cultures, but as a figure born of their encounter. On this truth we built a narrative that is not just a story, but a posture: Shaping Culture. The conviction that culture is made, together, every day, incessantly. An expression that captures its history, but also its drive for the present, its capacity to reinvent itself without losing itself, in short, its strength to shape what is to come".
In this way, they have proposed an identity whose design concentrates the rich historical essence of Toledo and projects it towards the future, based on a clean and contemporary typography, a warm chromatic palette inspired by stone, light and the Tagus and a symbolism that reflects the material and emotional diversity of Toledo.
On the other hand, the scenes, which combine colour with black and white, show the citizens in their everyday environment, highlighting the strength of the trades, craftsmanship and local creativity .
This image is in line with the values of the candidacy and presents Toledo as a cultural, sensitive, inclusive, innovative, sustainable city, rooted in its heritage and committed to contemporary challenges .