EUROPARQUE is one of the main Conference Centres in Portugal, with more than 20 years of experience in hosting and organizing mainly corporate events, and which has unique facilities and features. It is situated in an area of over 150,000 square metres and has hosted important national and international events such as the EU Summit of Heads of State and the UEFA draw for the Qualifying Matches of the 2004.
Brands are increasingly similar and uniform. They suffer from a certain mimicry, whether it is unconscious or deliberate. The main goal and challenge for the designer is to find new graphic design solutions. It is fundamental to create differentiating identities that encourage the interaction and dialogue with the audiences, increasing their recognition and consolidating their particularities. This goal becomes even more difficult to achieve, as the visual noise caused by the proliferation of dynamic, changeable brands, based on generative systems is on the increase. The graphic image developed for Europarque is presented as an iconographic communication system, openly monolithic but simultaneously flexible, easy to understand and apply to the various communication materials.
Bearing in mind its history and intrinsic characteristics it would be unlikely to represent Europarque by means if a single graphic element. Therefore, the brand is represented by the symbol unfolded into four icons: the first one which is expressed as an array of dots expresses the dynamism and versatility of the venue; the second icon, a circular shape, represents centrality and proximity (Europarque has a privileged location, which has contributed to its national and international recognition in the last 20 years); the horizontal bars are a symbol of the timeline of its journey, its history and projection for the future; the fourth icon incorporates the metaphorical representation of the sun, symbolizing the surrounding environment, the countless gardens, a lake and a river. The design of the logo (Europarque designation) was guided towards the construction of a geometrical structure with Nordic influence, which is contemporary and distinctive. It suggests versatility and a bold mind, capable of effectively adapting to the various representation systems and communication requirements.
The underlying purpose of rebranding Europarque was to endow it with modernity, youth and elegance, which we consider to be crucial for a harmonious coexistence with the corporate customers who use this venue daily for their activities of brand and product activation. This discretion was to be achieved by opting for the monochromatic use in the main version of the brand and for the use of the black colour on the signs and directions guiding visitors.