23rd Portuguese Government Visual Identity System
Winner
Excellent Communications Design
Brand Identity
Details
The 23rd Portuguese Government wanted to update its visual identity, better adapting it to the mass use of social networks and digital services and devices. In addition to the aforementioned adaptability to the digital context, it was important to preserve the integrity of national symbols. Therefore, the new brand related to the national flag without strictly reproducing its complex symbols. The identity system was fully adapted and developed with concerns for recognizability, efficiency, distinctiveness and contemporaneity. A political crisis and subsequent change prompted the 24th government to take the new brand down in April 2024.
The Jury‘s Statement
The visual identity for the 23rd Government of Portugal shows how a modern adaptation of national symbols can succeed by combining digital requirements with cultural integrity. The system stands out for its clear recognizability and contemporary efficiency, which plays an important role in digital communication.
