Ciudadanos’ rebranding: a curious graphic evolution

In this new blog post we are going to address a surprising rebranding process, specifically that of Ciudadanos. A political party that is going through its worst moment and that has made a curious graphic evolution regarding its brand.

“It is time to look to the future, renew and move forward. Always proud of our name and the legacy of Ciudadanos to the Spanish people”. This phrase is Ciudadanos’ statement of intent that aims to justify the change.

The new corporate identity incorporates the slogan “Radically Free” and seeks to project “a renewed image for a renewed project for a country of radically free citizens”. With no changes in the naming to preserve its essence, we can see the evolution of the graphic part in terms of typography, new isotype and chromatic range.

There is less and less room for creativity in graphic resources, as we can see in the rebranding of Ciudadanos

This is not a criticism, but a reflection. I respect the work of the agency that has carried out the rebranding process and they will have their strategic motives. But from the point of view of the citizen in the street I have many doubts. Its new isotype is a recurring semicircle in the shape of a “C” that we can see in many brands, albeit from different fields. But as soon as you see it, the perception is not of novelty, but of “the same thing all over again”. Here are some examples, just a few, to explain what I mean.

Rebranding de Ciudadanos
Rebranding of Ciudadanos

Well, these are just a few examples, but there are many more (take a look at the political party “Ciudadanos” in Chile). This does not mean anything, since as I said they are brands from another field. But the resource does not seem too appropriate in my opinion. It is clear that it seems to come from the old brand identity of one of the origins of the party, the old political formation UCD, which had this composition and colors:

Unión de Centro Democrático

The semicircle of the new graphic proposal of Ciudadanos refers to the hemicycle of the Congress of Deputies, place par excellence of the citizenship. At this moment, something absolutely aspirational for the political brand, given its latest results.

Color palette and typographies

As for the color palette, this composition is truly daring, and as bright as it is with the white background, it is saturated in this option with an overly intense green.

Identidad de Ciudadanos
Identity of Ciudadanos

As for the typographies, we can say that they intend to “provide didactic character, versatility, elegance and bold gestures, drawn practically to size and in capital letters”. All this, in the words of the political formation.

Another aspect to highlight is that the similarity of the previous identity with the brand of the branding consultant Comuniza is avoided. Now we will see if in this case there are also “problems” as happened in that case.

Photo credit: CDD

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