Aranjuez is shaping a more sustainable future by investing in cleaner, smarter, and more connected mobility. Through the introduction of electric buses, the creation of a Sustainable Urban Mobility Plan (PMUS), and the enhancement of cycling and pedestrian infrastructure, the city is building a foundation for accessible and eco-friendly transport.
The challenge was to design a new branding and visual identity for the initiative, culminating in a launch event that would introduce the project to the community. The identity needed to communicate both innovation and inclusivity while remaining timeless and adaptable.
Inspired by Escher’s impossible worlds and the spirit of the Aranjuez community, we created a simple yet optimistic visual identity that reflects movement, connection, and possibility. The design balanced playfulness with clarity, allowing the initiative to resonate with diverse audiences while maintaining long-term relevance.
The resulting identity not only supported the launch event but continues to represent the city’s ongoing commitment to sustainable mobility today.
