Gobierno de la Ciudad de Buenos Aires

In 2012, designers Javier Guaschetti and Juan Crescimone, working through Don Agency, had the opportunity to collaborate directly with the communication department of the government of Ciudad de Buenos Aires to re-brand the city. The goal was to create a new visual identity that would better reflect the city's rich cultural heritage, vibrant energy, and modernity. The result was a stunning and innovative design that revolutionized the city's identity. The new logo features a bubble dialogue shape that incorporates the initials "BA" for Buenos Aires typography, creating a strong and memorable visual representation. The main color is a bright and lively yellow, complemented by a combination of other colors to reflect the city's diversity and creativity.



Buenos Aires Ciudad Re-Branding: 
Revolutionizing the City's Identity


In 2012, designers Javier Guaschetti and Juan Crescimone, working through Don Agency, had the opportunity to collaborate directly with the communication department of the government of Ciudad de Buenos Aires to re-brand the city. The goal was to create a new visual identity that would better reflect the city's rich cultural heritage, vibrant energy, and modernity.

The result was a stunning and innovative design that revolutionized the city's identity. The new logo features a bubble dialogue shape that incorporates the initials "BA" for Buenos Aires typography, creating a strong and memorable visual representation. The main color is a bright and lively yellow, complemented by a combination of other colors to reflect the city's diversity and creativity.




The new visual identity was applied to a wide range of applications, including signage, wayfinding, brochures, and promotional materials. The designers also created a comprehensive set of guidelines to ensure consistency and coherence across all applications.

The impact of the re-branding was immediate and significant. The new visual identity quickly became synonymous with the city and helped to position Buenos Aires as a dynamic and modern metropolis. The new logo and branding were widely embraced by both residents and tourists and helped to reinvigorate the city's image and identity.
Overall, the Ciudad de Buenos Aires re-branding project by Javier Guaschetti and Juan Crescimone through Don Agency was a stunning and successful example of how design can help to shape the identity and perception of a city.




Client: Gobierno de la Ciudad de Buenos Aires
Lead Designers: Javier Guaschetti & Juan Crescimone
Project Curation: Juan Crescimone

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