Ayuntamiento de ALHAMA
A historical symbol adapted to the present
The Coat of Arms of Alhama de Murcia is an essential part of the municipality’s identity. Since 1970 it had an official version, but over the decades multiple variations were generated. This caused institutional communication issues, especially in digital environments.
In 2018, we at Otro Concepto worked together with the City Council to update its graphic representation and create a Corporate Identity Manual to ensure unified use, respectful of heraldry and adapted to modern media.
The goal was not to replace the official coat of arms, but to modernize its design and provide clear guidelines to facilitate its application in print, digital environments, and institutional events.
What work have we done for Alhama City Council?
Branding
Branding – Logo
The project consisted of designing an updated version of the coat of arms, respecting all heraldic elements approved in 1970, but adapting them into a clearer, more contemporary visual language.
We worked on simplifying shapes, achieving better balance in proportions, and optimizing color treatment to enhance legibility across all media.
The result was a solid institutional logo, faithful to tradition yet prepared to meet current graphic needs.
Branding – Visual identity
Based on the coat of arms, we developed a Corporate Identity Manual that established the brand’s usage and application rules: color, black and white, positive and negative versions; color palette in Pantone, CMYK, RGB and HEX; typefaces; minimum sizes and horizontal and vertical variants.
Applications were also defined for flags, photographic backgrounds, and municipal departments, ensuring consistency across all contexts.
This work made it possible to unify criteria, avoid improvisations, and guarantee that the most representative symbol of the city remains strong and consistent over time.
