Place branding is increasingly recognized by city and municipal leaders as a crucial element of effective development. While designing logos to promote tourism is not a new concept, its potential for fostering a stronger sense of local ownership and affiliation has yet to be fully realized.
Here’s a glimpse into that potential, focusing specifically on tourism. We showcase the City of Imus through a tourism-focused lens, as interpreted by local designer, Dustin Carbonera.
Project Rationale:
The City of Imus is a city rich in history and culture, often goes overlooked due to the historical significance of neighboring cities in Cavite. Nevertheless, Imus remains a city with its own unique stories to tell.
It is the site of two major victories for the Katipunan, the Battle of Imus (1896) and the Battle of Alapan (1898). Additionally, it is where the Philippine flag was first unfurled, solidifying its place in history as a crucial landmark for the country and earning the title of “Flag Capital of the Philippines.”
With this backdrop, the Imus City Tourism and Heritage Office (CTHO) of the City of Imus approached us to create a logo that would represent the rich history of the city. Being an Imuseño myself, born and still residing here, I viewed it as a welcome challenge to encapsulate a place’s story in a single icon.
About the Logo
The logo had to be simple enough for every Imuseño to relate to, regardless of age. The central feature of this logo is a crest derived from the letter “U” in Imus, subdivided into three columns, representing GOD, HEROISM, and the PRESENT.
GOD symbolizes the supreme being and creator of all, represented by one of Imus’ most iconic landmarks: the Imus Cathedral.
HEROISM represents the idea that has cemented the city in history, as Imuseños are deeply connected to the values of freedom and heroism. This is symbolized by two icons, Gen. Licerio Topacio and the Tulay ng Isabel II.
The third section of the crest relates to both, as the heroes of the past are the reason we enjoy the PRESENT. Imus is the Flag Capital, and the logo features a flag waving freely above other elements that the city can proudly boast of, including a rich food culture highlighted by Longganisang Imus and various kakanins.
This project is particularly meaningful to me, as I have longed for an opportunity in place branding, and what better place to start than my own city. I also hold the prayer of branding the entire City of Imus in the future.
Here’s an invitation to consider the power of design in shaping perceptions and fostering a deeper connection to place. A thoughtfully crafted visual identity can transform how a city is seen, both by its residents and the wider world.
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Brand Identity by Dustin Carbonera
Follow him in other places too:
Instagram: @dustincarbonera
Check out the official page of the office:
Imus City Tourism and Heritage Office
I SAW DESIGN 
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