He Pamplona City Hall presented this afternoon at Gayarre Theater its new city brand, a project that seeks to involve citizens and social agents in the projection of a plural city, which seeks contemporaneity and the avant-garde.
Around 400 people attended the event, including the participation of different personalities and groupswho participated in its creation process or will be key players in its dissemination and implementation.
The mayor of Pamplona, Joseba Asiron Saez, has rightly highlighted this plurality of the city over time, “as a meeting place, a center of cultures”. “Pamplona, always and forever, has been diverse,” he insisted.
The new brand and its motto, ‘Pamplona = bagara. Iruña = really’, They are born from the history and identity of the cityfrom its roots. But it is focused on the future and counts on the work capacity of the inhabitants of Pamplona, their talent and their avant-garde character. It’s a people-based brand.
The new brand of the city of Pamplona is reflected in a logo that is the visible expression of its history, with the ‘=’ sign as a visual articulator. Through this visual identity, the The Consistory seeks to capture authenticity and the plurality of the city and its inhabitants, who seek meeting places, whatever their origin or the language they speak.
The color palette ofPamplona’s new brand starts from the green of its flag which is also the expression of its parks, its green spaces and its avant-garde sustainability. The chromatic development of the new brand is inspired by the paintings of Pamplona painter Pedro Salaberri with a range of greens, ochres, purples and browns.
Furthermore, a new font familywhich bears the same name as the city: Pamplona. It is a sans serif font based on humanistic and geometric fonts. Contemporary and balanced in character, it is endowed with certain personal and exclusive characteristics, focusing on a marked contemporary and optimistic character.
With the participation of groups and associations
The presentation of this new brand is the culmination of months of work and debate around the image that Pamplona wants to convey. To explain this whole process, which presentation event they participated in Iosune Baquedano Aldunatemember of the board of directors of the Official Association of Basque Architects Navarro, and Javier Errea Mujica, of Errea Comunicación, who explained the process of creating the brand through a broad and multidisciplinary look at the city.
On behalf of the City Council, Mikel Armendáriz Barnechea, delegated councilor for economic promotion, European projection, innovation, youth and development cooperation, spoke at the event; Uxua Domblas Ibáñezdirector of strategic government, urban planning, housing and the 2030 Agenda; And José Manuel Romero Sánchez, of the Community Police section of the Citizen Security sector. Everyone underlined the supporting role of the Town Hall in respecting and multiplying all possible views of the city.
Among the groups and associations linked to the development of brand of the city of Pamplona and who attended the presentation event include, among others, Adriana Eransus Azpilicueta, from Aje Navarra; the writer Patxi Irurzun Ilundain; Adriana Redín Notivoli, manager of Aedona; Idoia Oneca Munárriz, member of the Spanish Commission for Assistance to Refugees; and Rakel Arjol Echeverría, president of the Federation of Peñas de Pamplona. All contributed to the collective impulse of the city branding project, highlighting the need to maintain and strengthen social participation, one of the characteristics of the city, through projects that seek cohesion and well-being citizens.
Brand ambassadors
To publicize this new city brand, Pamplona will rely on eight people who will act as ambassadors, four women and four men. They are already a visible face of the cityfor their important professional career, and will adopt the city’s slogan “Pamplona = bagara”. Iruña = really’.
They are Joanna Artieda Vicente, pastry chef; Mai Garde Echaleku, footballer; Nekane Solana Arana, president of La Pamplonesa; Aurora Beltrán Gila, music; Juan Martínez de Irujo Goñi, pelota player; César Oroz Martija, graphic humorist; El Drogas, musician; Montxo Armendáriz Barrios, filmmaker. They all embody the values with which the Town Hall wishes to endow the new city brand at the time of its presentation: open, restless, honest, discreet, sensitive, committed people.
From today a communication and dissemination process of the city’s history both at the institutional level and through meetings with the city’s sectoral and social agents. In addition, the platform www.marca.pamplona.es was launched, as part of the institutional website, which brings together all the information about the project.
Co-creation process
In March 2024 The process of co-creating the new city brand has begun, with a methodology of institutional discussion groups and participatory workshops open to all entities and groups in the city. Thus, the participated process was distributed by tables. Four institutional tables were created, linked to language and culture; to tourist entities to obtain an external vision and those linked to the economy and the city, the neighborhoods and the external projection. The sectoral tables focused on culture and the performing arts, leisure and tourism.
The last phase of the institutional analysis process was designed and promoted by the Citizen Participation sector of the Town Hall and oriented towards a network of associations and groups in the city. In this process, more than 1,700 entities were called to participate in the conferences held on April 17 and 19 in Constable Civivox.
This action is part of the PSTD Pamplona SF365 project and benefits from European funding through the Recovery and Resilience Mechanism – Next generation EU, investment financial instrument C14.I1 of the Recovery, Transformation and Resilience Plan of the Spanish Government. In this context, Pamplona received aid of 5,492,500 euros to be executed over three years for the deployment and development of the Tourism Sustainability Plan for the destination “Pamplona SF365”, which presents 13 structured actions.
