Guimarães is the European Capital of Culture 2012 together with Maribor and the historical heart of Portugal. The Marketing Campaign with a heart formed out of a “G” as the Logo has been launched in July and went viral through the whole city. When we have been in the city 2 weeks ago it was covered with beautiful designed hearts – i tried to capture at least a few.
The Main Reason for the big success was the fact that the Initiators set no limits how to use the Logo by stating “This Brand is yours” to the people of Guimarães
“… The concept of Guimarães 2012 ECOC logo holds a double meaning, the idea of participation, joint build-up of a brand – Guimarães 2012 European Capital of Culture –, and the idea that our culture is designed from the set of all visions, maximising the European culture. …” (by Official Website)
The people of Guimarães liked the idea and they are proud of their city – this is why you come to see a lot of individual designed “G-Heart Logos” on the entrance of every shop: always connected to the kind of business the people are running inside. So: have fun guessing!