In the context of a city branding project, where we deal with the city – or rather the city council – as if it were a brand, the coat of arms is essentially the city’s logo. This means it is a very significant element of a city’s visual identity and, as such, I thought I would see what I could do to make it better adapt to Leiria’s new image.
Presently, the city council uses a simplified version of the original coat of arms – which exists since medieval times -; however, it is still very much alike and, in my opinion, does not reflect our modern society.
This was my first experiment. Although I did like it, something felt a bit odd. I realized the outline was maybe too thin, so I decided to re-do it.
This next image shows both the first and second experiment.
The final result seemed to work a lot better. The bolder outline made the image look more balanced and professional-looking.
I did not consider any colours, as this can usually be changed depending on the product/image/background in which the coat of arms is placed. Nevertheless, black & white (and sometimes grey) seem to be the colours most used.