Firefighters’ Consortium
of the Province of Cádiz

Cádiz Fire Department

Brand redesign

What we found

The Firefighters’ Consortium of the Province of Cádiz is the institution responsible for managing the activities of the fire departments — a pioneering organization whose management model has, over the decades, been adopted throughout Spain, becoming the most widely used system nationwide.

From the very first audit, the need for a redesign was clearly evident. There was a strong sense of disconnect between the firefighters and the brand that represented them. When a brand’s main asset — its people — doesn’t feel represented by it, that’s a problem, and something had to be done.

What we contributed

Our mission was to find the story that would unite the firefighters and the institution that manages their work under a single identity. Fortunately, the answer was right in front of us — we just needed to rediscover it and give it form.

Etiam Phoenix / Even the Phoenix

This phrase was coined decades ago by one of the Consortium’s firefighters: *“When the firefighters of Cádiz do their job, they are capable of extinguishing even the Phoenix.”*
This epic motto, proudly worn on their uniforms and deeply felt as part of their identity, became our starting point.

Building on all the previous emblems, we created a new shield that incorporates all the traditional elements — the Phoenix, the helmet, and the crossed axes — along with the year the consortium was founded. (It’s important to remember that they were the first to implement a management model that was later replicated nationwide, making this institution truly unique.) The result is a modernized design with improved legibility and balanced composition.

Keeping in mind that the brand needed to function both representatively and institutionally, we developed multiple versions of the logo (full color, single color, large-scale, small-scale, etc.) to meet all possible applications. We also established a corporate color palette, typography system, grids, and other key visual elements.

A special project — one that allows us to leave a small mark — a brand designed to last and to inspire pride in an institution created to serve its citizens.