Sunday, December 31, 2006

Rebranding the 'Presidencia da Republica'






The Presidency of the Republic and the President himself are the highest state figures in Portugal. During years, the Coat of Arms of the Republic has been interpreted and re-interpreted by the very different printing companies and, once again, it sometimes relayed on the mood of the typesetter.
The law establishing the rules for the construction of the Coat of Arms, in its sense, is very simple. Back in 1911, they didn't worried if the typeface would be condensed, bold, light...anything! Their only concern was about the law itself and a good one by the way.
The actual Presidency decided it was about time to put some order on such an issue. The Coat of Arms was re-styled, accordingly to the law. A typeface was chosen for the Presidency and the President, which would not be changed. Also a general purpose typeface was chosen and should be applied to specify, addresses, names, titles, etc.
The portuguese take great pride on their history, symbols and tradition. The Presidency is not an exception.

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