The Portuguese government’s new logo has sparked a significant amount of controversy since its adoption, opening up yet another chapter in the ongoing saga of political branding wars. The logo, which was introduced not too long ago, aimed to be a fresh and modern representation of Portugal’s national identity. However, it has faced criticism for various reasons.
The logo, which features two red and green rectangles on the side with a yellow circle in the middle representing the country’s emblem, aimed to be a fresh and modern representation of Portugal’s national identity. The design is meant to be versatile, adaptable to various applications and contexts, from digital to print media. The redesign, which cost €74,000, was part of a broader trend of modernising national symbols and branding, and was designed by Eduardo Aires, a lecturer at Porto University’s Faculty of Fine Art.
Eduardo Aires’s design aimed to communicate the identity of Portugal’s government through abstract shapes and colours based on those of the national flag, while imposing authority with a serif font.
The new logo is a bold departure from traditional representations of Portugal’s national symbols. Its modern and stylised design sets it apart from more traditional emblems, giving it a distinctive and memorable look. This could potentially make it more effective in representing Portugal on the global stage, especially in the context of modern branding and design trends. However, some design decisions, such as the prominence of the yellow circle and the amount of white space, led to criticism and confusion.
One of the main criticisms is its perceived lack of connection to Portugal’s cultural heritage. The abstract design, while visually striking, has been criticised for straying too far from traditional symbolism. Some critics argue that the new logo fails to capture the essence of Portuguese identity, instead opting for a generic and simplified design.
PSD party leader, now newly-elected Prime Minister, Luís Montenegro has criticised the logo, stating during his campaign trail that his government would stop using it, emphasising the importance of historical references. André Ventura of CHEGA described the logo as “a mockery of our history.”
Nuno Melo, leader of CDS/PP, called the symbol “ridiculous” and “criminal.” António Nogueira Leite compared it to the flag of Italy with “a fried egg in the middle of it.”
Luís Montenegro’s decision to replace the new logo with the older one reflects a broader debate within Portugal about national identity and the role of branding in representing the country. The decision to revert to the older logo suggests a recognition of the importance of preserving cultural heritage and tradition in national symbols. It also highlights the challenges of modernising national branding without losing sight of cultural authenticity.
While we prefer the older logo over the new one, ultimately, effective national branding should strike a balance between modernity and tradition, capturing the essence of a country’s identity while remaining relevant in a rapidly changing world.
Images: @studio_eduardo_aires | www.theguardian.com
Sources: www.creativebloq.com | www.portugalresident.com
