The city of Zaragoza in Spain is the capital of the region of Aaragon, a region that has been inhabited by Romans, Muslim, Jewish, and Christians throughout history. Zaragoza is one of the few cities that still holds archaeological remains of each culture, especially the Mudéjar design, which mixes Christian and Muslim styles. Now it has become a popular university city and still welcomes new cultures. The rebranding of the city celebrates Zaragoza’s history and multicultural mix.

The logo, icons, and brand artwork combine artistic characteristics from each culture and celebrates the city’s largest attractions. The logo is based on one of Zaragoza’s most famous Roman inspired sculptures, the “Caballito,” the halo type border represents the main tourist attraction and most important festival to celebrate Our Lady of the Pillar. The patterns used throughout the branding applications are inspired by the Mudéjar architecture. Red and yellow were used throughout the branding to represent the original colours of the flag of Aaragon and Spain.