15/10/2026
São João do Porto — A Dynamic Visual Identity, 2011
Commissioned by Porto City Council Câmara Municipal do Porto we developed the visual identity for the celebrations of São João, the city’s municipal holiday in honour of its patron saint.
Rather than focusing on a single defining element, we developed a concept based on a survey in which the public selected a range of symbols associated with the festivities. The project carries a strong emotional significance, as São João is a deeply rooted popular celebration that has long enjoyed widespread participation among the city’s residents.
For the graphic identity system, we designed an original geometric sans-serif typeface, composed exclusively of uppercase and available in several variations, including solid and outlined versions. We also created a set of graphic symbols representing the festivities – paper balloons, pots of “manjericos” (basil plants traditionally associated with São João), fireworks and plastic hammers – all designed according to the same visual logic and formal principles as the typeface.
We used the CMYK colour system to explore the superimposition of letters and symbols in different colours, creating new hues through overprinting. This approach brought greater vibrancy to the visual identity, reinforcing the connection between the graphic language and the spirit of the festivities.
The identity was conceived to embrace the possibilities offered by new technologies. We developed a software application capable of generating different patterns, shapes and logos, enabling designers to create graphic applications for future editions of the celebrations. This open system allows for an extensive range of visual compositions to be generated from a defined set of elements, ensuring consistency and continuity across the event’s identity while allowing for constant visual variation.
The application, which automatically generated combinations of graphic elements, was developed by Tiago Martins, Tiago Martins then a student of Design and Multimedia at FCTUC (Faculty of Sciences and Technology, University of Coimbra), where he is now a professor and researcher.
