Historic City of Toledo

Summary

Project Type

Branding + Identity

Course

Graphic Design Synthesis

Tools

Adobe Illustrator, InDesign, Photoshop

Timeframe

Jan – Apr 2024

Overview

In my Graphic Design Synthesis course, I spent the semester developing a brand identity for a UNESCO World Heritage Site and applying it to various forms of digital, print, and 3D media. Inspired by my study abroad program in Spain, I chose to design an identity for the Historic City of Toldeo. It consists of a logotype, mark, color palette, typography, and a fifth element. I sought to incorporate elements of Toledo's architecture, geography, and rich cultural history into the identity in order to connect it to the city in a way that felt timeless.

To view a summary of all branded assets, click here.

Brand Elements

Logotype

Mark

Color

Typography

Fifth Element

Print Media

Letterhead

Information Sheet

Envelopes

Business Card

"The New Yorker" Ads

"The New Yorker" Ads: Process

UNESCO + Toledo Dual-Running Book

UNESCO Book Spreads

Toledo Book Spreads

Digital Media

App Icon

Website Landing Page

3-Dimensional Media

Tourist Bus Wrap

Site Sign

Strategic Ideas

The final way students were challenged to apply their brand identities was by proposing three strategic ideas that would enhance the experience of visitors to their chosen UNESCO Heritage Site.

Idea 1

The road on the opposite bank of the Tagus River offers views of the entire city of Toledo. Many tourists travel the road to take in the views, however it is difficult to do so by any mode other than a car. Toledo can implement a city bike program so tourists without cars can cycle along the road and experience the views of the city. Bike stations located at the Alcantara Bridge and the San Martin Bridge—connecting the road to the city at opposite ends—would be convenient places for docking stations for the bikes.

Idea 2

Since temperatures in Toledo are hot for most of the year and walking through the steep city streets can be physically demanding, Toledo can implement a resuable water bottle system. Tourists can purchase a Toledo-branded reusable water bottle and receive a free water refill at restaurants. This ensures tourists will stay hydrated while also reducing the amount of waste generated by tourists within the city. The bottle can also become a souvenir of tourists’ trips to Toledo.

Idea 3

Since Toledo is known as “The City of Three Cultures” with Muslim, Jewish, and Christian influences throughout its history, Toledo could provide self-guided tour pamphlets pertaining to each culture. This could be useful for tourists who are interested in discovering and connecting with those cultures during their time in Toledo.

© Sean Drew 2025