Porto, "the imagined city" that comes together with the brand Porto., according to Roof Magazine

Roof Magazine has devoted a special 7 page report on Porto. brand, on the occasion of the European Design Awards, for the first time to be held in a Portuguese city, Porto and after the brand Porto. being awarded a "pencil" in the D&D Awards in London, in 2014.

Later, in 2015, after receiving the first prize in "Branding Implementation", the brand was honoured with the "The Best of Show", the most important work of the year.

The May/June edition of Roof magazine highlights the most important event in the field of communication Design in Europe to take place in Porto, the European Design Awards.

Head of Communication and Promotion of Porto City Hall, Nuno Nogueira Santos, shares with Roof magazine how the design of the "imagined city" began.

Nuno Nogueira Santos, affirms "the importance of the city of Porto having its own distinctive brand, one that voices the city's institutions, places and people", and recalls the process that led to the development of the city's graphic identity and how the City Hall has relinquished its institutional and formal character in order to merge the city with the City Hall. 

"This was something I have stated to the designers, when briefing them on the making of the brand, that the more we merge city and municipality the greater the benefits. The city is greater than us (local government)", the official declared.

When asked about the role of Mayor Rui Moreira in the making of the brand, Nuno Nogueira Santos replied that "Rui Moreira already had a vast portfolio of works on the city and these related issues. I would even say that his entire book, entitled "Uma questão de carácter" from 2009 is a treaty on the brand, contextualizing subjects such as culture, social cohesion and economy. All of that, already existed, so the brand had to be multifarious and not homogeneous. And the brand has all that".

The fact that other cities have used the brand Porto. as a model is a reality and the Head of Communication said that "there are other cities doing similar work", and added that "some cities ask for our help other just copy our work".

For Nuno Nogueira Santos, "there is still a lot to be done in Portugal, regarding managing a brand, for instance. I don't understand why big companies in Portugal just switch brands. First, a brand is built on a set of long lasting values and secondly, only time leads to a brand's consistency and continuity".

To the question, "how is that ED Awards is held in Porto?", the responsible for Communication in Porto City Hall said that he started thinking about bringing the ceremony to Porto when in Istanbul, after the brand Porto. had received the highest honour, the Best of Show", he asked Demetrios Fakinos what would it take to Porto being the host city of the Design event. Greek President of the Organisation replied "We must talk to the local authorities", to which "I somewhat amused said I am the local authorities", responded Nuno Nogueira Santos.

We all know the outcome of this conversation and 27 May will be the first time that a Portuguese city, Porto will host the biggest event of European Design.

According to Nuno Nogueira Santos, "ED Awards are the perfect opportunity to showcase the Brand Porto. and highlight the best design practices in the country at international level and let the world know the excellent designer we have in Portugal as well".

"I remember a conversation with Paulo Cunha e Silva, he used to say that author diversity was crucial and I think we succeeded. We have worked with various young and talented designers from several areas", Nuno Nogueira Santos concluded.

ROOF - An IN & OUT Magazine is a bimonthly publication and it is focused on the very best of architecture, interiors, design, culture and lifestyle.