Amidst the latest Portuguese Government's redesign controversy, I found perspective that I believe it got overlooked by both sides on the process of this work.

Portugal is one of the oldest countries in Europe, with its origins dating back to the formation of the Kingdom of Portugal in 1139, making it over 880 years old. While progress, innovation and a vision for minimalism is much needed—especially for a nation that communicates more and more digitally—the transition from the old to the new was too sharp for most.

Therefore my goal with this exercise is to explore how to ease the transition between the old and the new, while maintaining its main essence. This isn’t a visual guideline exploration, nor a brand communication guide, and also not a critique towards Studio Edurardo Aires. Instead, it's a playful showcase, using beautiful Portuguese imagery, to illustrate how this logo can harmoniously integrate with its surroundings. Enjoy.