The Logo
The actual Zaragoza Brand is a symbol of mobility and human growth. The logo stems from the very name of the city, from the letter with the most personality, Z, typified by its top ending. Through a simple graphic synecdoche the schematic figure of a bridge and the life and activity that it gives off are obtained.
The life that is born is sent and pushed outwards towards the future. A graphic symbol with energy that expands and multiplies, like a drop of water, a gust of wind, or a ray of sunlight, which projects itself with renewed energy. A city that lives, links and grows. Open to its past and its future. The symbol of present-day Zaragoza, which looks into its past while aiming towards the future.
The bridge is a symbol of the human being relating to others, the metaphor of being sociable. Communication and exchange are what make a social life possible. The bridge is a symbol of forward movement and human progress. A bridge is activity. A bridge is friendly. The bridge is synonymous with drive and moving forward.
It is also a metaphor of ingenuity and effort. Imagination and realism. The bridge signifies mobility and growth. It symbolises ambition, energy, desire, and human effort and progress. In cities, the bridge defines social life horizontally, just as a building does vertically. Buildings welcome and gather. Bridges bring closer and link. A bridge is a symbol of human simplicity, of mobility, of work, of drive , and of growth. Bridges save barriers, and are symbols of democracy: a concept that unites both sides equally, an idea of openness and strength. The bridge is the best symbol for a city on a river. Associated to Zaragoza, it also symbolises its position as centre and link. It symbolises its geographic and strategic location.