The City Council reveals a simplified logo and a reinterpreted historical typeface to modernize its communication without losing its essential symbols.
The Madrid City Council has presented its new visual identity during the official lighting of the 2025 Christmas lights, marking the first major update since 2016. The redesign opts for a simplification of the logo, optimized to improve its legibility and visibility in digital environments, without giving up the capital’s iconic elements: the bear, the strawberry tree, the crown, and the seven stars, now revisited with a more minimalist aesthetic.
The update is part of the council’s goal to adapt to new communication channels, after more than two decades without a deep review of the institutional symbol. The official coat of arms and the flag remain unchanged, reinforcing their protocolary nature, while the new logo seeks to be more versatile, contemporary, and recognizable on any support.
Another notable change is the incorporation of the “Chulapa” typeface, inspired by the historic Madrid street signs designed by Ruiz de Luna and created by Joan Carles Casasín and Pablo Gámez. This font, already present in campaigns like San Isidro and in the identity of “Madrid, donde se juntan los caminos” (Madrid, where the roads meet), replaces Martel Sans as the City Council’s main typeface.
The color palette maintains the traditional blue, but in a darker and more sober tone, leaving behind the electric blue used in the last decade. The implementation of the new visual system will be progressive, in order to minimize its budgetary impact. For now, it is already visible on social media and in some audiovisual pieces, although the municipal website continues to display the previous identity.
The redesign, the result of two years of internal work by the General Directorate of Communication, seeks to balance tradition and modernity, aligning itself with the identity evolution of other major world capitals and demonstrating the growing importance of institutional communication in the relationship with citizens.
