San Miguel De Allende is one of the few places in Mexico designated as a national monument and has thus been able to preserve its character as a colonial town. The purpose of this project is to rebrand the city to bring more tourism.
The logo has two different elements inspired by the handicraft embroidery found in San Miguel. First, the heart shape represents the nature of the city and the curvy lines are inspired on the architectural elements of the city. Second, the spirals above the heart shape represent the arts of the city. The font used for the logo, is a representation of a contemporary and romantic city. The various promotional materials used traditional elements and patterns to relate it to the colonial heritage town.