City of Fribourg

The brief

At the end of 2024, the city of Fribourg launched a competition to select a communications agency or independent professional to create its new visual identity.

After confirming my eligibility, I developed two logo proposals between November and December 2024, shown here, as part of the first phase of the competition, whose submission deadline was set for the end of January 2025. Initially, the competition rules required the submission of one or two logo proposals, which had to be original, respect the city's bilingualism, and be easily adaptable to black and white.

As this phase drew to a close, the rules were revised, and participants were asked to submit a complete portfolio rather than logos alone, although these could be included in the file, so I presented them.

You can view the portfolio submitted to the city via this link:

Two directions, two creative stances

My first logo proposal combines seriousness and modernity. It steers the future visual identity toward a younger image that is firmly forward-looking, while remaining true to the city's image. It can be described as follows:

Representation of the city's unique, distinctive topography along with some of its symbols: the Sarine river, St. Nicholas Cathedral, and the cliff bordering the lower town. Reinterpretation of the lower part of the city's coat of arms and a shade of blue: a nod to the current logo and to the city's history. Incorporation of trees and the Sarine river: references to the city's environmental and energy commitments.
Typeface used: Neue Haas Grotesk Display Pro.

My second logo proposal emphasizes the city's historical and medieval aspects. Its style is decidedly serious and professional, with a serif typeface that contrasts sharply with the rounder, younger shape of the first proposal.

The symbol, meanwhile, plays subtly with shadow and light: the shadowed part carries no drawing, while the illuminated area reveals the outlines of a simplified version of St. Nicholas Cathedral, the Zaehringen bridge, and the city's crenellated outer wall. This visual play reinforces the logo's historical character, while respecting the institutional communication codes of Swiss cities.

In graphic design, a symbol or shape tilted upward evokes a sense of positivity and momentum. Applied to the city's goals as presented in its legislative program, it embodies the ambition of steady progress and a resolutely forward-looking direction.
Typeface used: Blacker Pro Variable.

What I take away from it

A few notes about the project

• Total creative freedom, offering the chance to fully explore my creativity.
• The opportunity to create a professional portfolio, reusable in other contexts.

While I'm naturally a little disappointed that my logos weren't among the selected entries, this experience gave me a great opportunity to work on my creativity, showcase my graphic design skills, and produce a portfolio in PDF format.