Mar del Plata is a city situated on the coast of the Argentine sea in the southeast of the Buenos Aires province, Argentina. Founded on February 10, 1874, it serves as the head of the General Pueyrredón district and is recognized as an important port and resort destination, ranking second only to Buenos Aires in terms of tourism.

When designing the city’s logo, the idea of “The Queen of the Sea” was chosen as the inspiration. The logo features a crown rising from the sea, symbolizing the grandeur and majesty of the city. The crown serves as a versatile symbol that can represent the different realities and activities that take place in the city, and can be adapted to different formats and departments that represent it.

To ensure modernity, classicism and good legibility, the Frutiger font and its variants were selected for the typography. This resulted in a unique and recognizable identity for Mar del Plata, showcasing the cultural and natural richness of the city.

In September 1997, the Municipality of General Pueyrredón issued an ordinance to enhance the corporate identity of Mar del Plata. To achieve this goal, a National Competition was launched to create a corporate identity that would represent the city in the best possible way. After a rigorous evaluation process, the winning team of the competition was composed of Luciano Petrosini and Claudio Molina, who designed an outstanding identity for the city. Their winning design captured the essence of Mar del Plata’s cultural and natural heritage.

The award jury was made up of Professor Nicolás Jimenez (Faculty of Architecture and Design of the University of Mar del Plata), Juan Carlos Colonnese (Argentine Association of Advertising Agencies), Roberto García Balza (Association of Graphic Designers of Buenos Aires), Analía Chirico (Cordoba Association of Advertising Agencies of Advertising) and Maximiliano Anselmo (Circle of Argentine Creatives)