The main objective of the work was to visually restore order to the previously inefficient brand structure. As a result, we created a logotype and identity system that identifies Liepāja City Council as a whole, reducing the fragmentation of its communication. The updated identity raises awareness of the city council and is more cost effective (in terms of the procurement and creation of materials).
Shaped by the wind, the macrons in Liepāja’s graphic sign continue moving quite like treetops or flowing hair. In this continuation of movement, the sign is augmented with a red (referencing the origins of the Duchy of Courland) dot. In this case, the dot is a new beginning – for ideas, opportunities and inspiration on a personal, business and public level. Meanwhile, as is appropriate for a port city, the Morse code for the letter “L” (Liepāja) is encoded in the graphic details of the logotype – in the macrons in motion and the red dot.