{"id":289890,"date":"2024-12-09T22:49:33","date_gmt":"2024-12-09T22:49:33","guid":{"rendered":"https:\/\/1000logos.net\/?p=289890"},"modified":"2024-12-09T22:49:33","modified_gmt":"2024-12-09T22:49:33","slug":"portugalia-unfolding-the-shield","status":"publish","type":"post","link":"https:\/\/1000logos.net\/news\/portugalia-unfolding-the-shield\/","title":{"rendered":"Portug\u00e1lia: Unfolding The Shield"},"content":{"rendered":"

Portug\u00e1lia is one of the most iconic beer brands<\/a> in Portugal. Established as the first Portuguese beer brand in 1916, it emerged from the nationalization of the German company F\u00e1brica Germ\u00e2nica Imperial. In 1925, the first Portug\u00e1lia bar opened in Lisbon, offering draft beer paired with snacks. Today, the brand operates two distinct hospitality concepts: Portug\u00e1lia Cervejaria, a restaurant chain offering table reservations, and Portug\u00e1lia Balc\u00e3o, a more casual bar network known for serving beer alongside shrimp and steaks.<\/p>\n

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As the brand approaches its centennial celebration next year, Portug\u00e1lia has undergone a visual identity transformation crafted by Farelo Studio to reflect its modernity while honoring its rich heritage.<\/p>\n

The Old Identity: Outdated but Rooted in Tradition<\/h3>\n

The previous logo for Portug\u00e1lia featured a stylized shield incorporating Portugal\u2019s coat of arms, complete with seven castles and five smaller shields. While this design conveyed a sense of tradition, it struggled to meet the demands of the digital age. Gradients in the shield would appeared blurry at small sizes, and the wordmarks wouldn’t be suitable for scalability and diverse color applications. Furthermore, the overall design lacked a coherent artistic direction, making it feel outdated in a modern context.<\/p>\n

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The New Identity: A Contemporary Celebration of Heritage<\/h3>\n

Farelo Studio’s updated visual identity aims to encapsulate the spirit of a contemporary, inclusive Portugal that is open to the world. The new logo replaces the detailed emblem with a streamlined wordmark “Portug\u00e1lia.”<\/p>\n

The primary logo uses a custom-modified version of the Termina typeface. Unique design features include the curved lines in the letters \u201cR\u201d and \u201cA\u201d and, most notably, the \u201cO,\u201d which is shaped like a shield\u2014a nod to the old logo. This shield-like curve is echoed in the \u201cU\u201d for added visual harmony. The secondary text, \u201cCervejaria\u201d and \u201c1925,\u201d is rendered in the unaltered Termina typeface.<\/p>\n

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An additional emblem in the form of a shield, similar to the \u201cO\u201d in the logo, features \u201c1925\u201d inscribed within it. This standalone symbol is described by Farelo Studio as a representation of \u201cPortugueseness,\u201d paying tribute to the brand\u2019s history while offering versatility for various applications.<\/p>\n

Dynamic Visual System<\/h3>\n

The revamped branding extends beyond the logo to include a dynamic and vibrant visual system. The brand\u2019s dominant blue is complemented by cyan, red, and muted orange, creating a lively and flexible palette. In addition to the customized Termina typeface, the branding employs Acumin Pro, a font by Robert Slimbach, for supplementary uses.<\/p>\n

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A standout feature of the new identity is the use of shield-shaped tiles, inspired by traditional Portuguese \u201cazulejo\u201d tilework. These tiles are utilized in branding applications, including restaurant and bar interiors, creating a cohesive visual narrative that ties the physical spaces to the brand\u2019s story.<\/p>\n

The updated identity is versatile, enabling its application across diverse mediums such as menus, beer varieties, and snack offerings. The interplay of shapes and colors adds flexibility, while the shield-inspired elements ensure consistency with Portug\u00e1lia\u2019s heritage.<\/p>\n

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Portug\u00e1lia\u2019s rebranding by Farelo Studio is a magnificent example of how a traditional brand can evolve for the modern era while retaining its historical essence. By reimagining the classic shield into a suite of graphic elements, the designers have created a distinctive and memorable brand image. This transformation not only aligns Portug\u00e1lia with contemporary aesthetics but also reinforces its connection to Portugal\u2019s rich cultural heritage, paving the way for its next century of success.<\/p>\n","protected":false},"excerpt":{"rendered":"Portug\u00e1lia is one of the most iconic beer brands in Portugal. Established as the first Portuguese beer brand in 1916, it emerged from the nationalization of the German company F\u00e1brica Germ\u00e2nica Imperial. In 1925, the first Portug\u00e1lia bar opened in Lisbon, offering draft beer paired with snacks. Today, the brand operates two distinct hospitality concepts: Portug\u00e1lia Cervejaria, a restaurant chain offering table reservations, and Portug\u00e1lia Balc\u00e3o, a more casual bar network known for serving beer alongside shrimp and steaks. As the brand approaches its centennial celebration next year, Portug\u00e1lia has undergone a visual identity transformation crafted by Farelo Studio to reflect its modernity while honoring its rich heritage. The Old Identity: Outdated but Rooted in Tradition The previous logo for ","protected":false},"author":3,"featured_media":289896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46],"tags":[],"class_list":["post-289890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/posts\/289890","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/comments?post=289890"}],"version-history":[{"count":1,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/posts\/289890\/revisions"}],"predecessor-version":[{"id":289898,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/posts\/289890\/revisions\/289898"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/media\/289896"}],"wp:attachment":[{"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/media?parent=289890"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/categories?post=289890"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/1000logos.net\/wp-json\/wp\/v2\/tags?post=289890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}