The New Brand: “Enjoy Curitiba”
Tourists arriving in the city will discover the new brand “Enjoy Curitiba” through information leaflets, promotional activities and tourist sights. The brand was commissioned by the Municipal Tourism Office to strengthen the image of Curitiba as a personalized and inviting destination for visitors.
The new visual identity is also a tool to bring awareness to Curitiba residents about the city’s tourism potential. Presently, Curitiba receives about 3 million visitors per year.
“Having a brand is a competitive advantage, a marketing strategy to publicize the potential of a destination,” says the chairman of the Municipal Tourism Office, Julie Vosnika.
The term “Enjoy Curitiba” was chosen to denote strength and relaxation. “It sends a positive message to the visitor and invites him or her to visit based on experience and discovery, to become more participatory and less contemplative. It’s an affirmation of the Curitiba life for people who want to experience the city,” says Juliana.
Variations on the typography have also been explored in the new brand. The term gained strength and modernity by being written in lower case letters with sans serif and in bold type. The elements were colored in the green and red of the City of Curitiba’s crest.
