The new Cantabria Infinita brand was born with controversy. On the one hand, the graphic level can be more than improved and it also has a CoCos (Copy or Coincidence) with a vector resource from Adobe Stock.
The Ministry of Culture, Tourism and Sports has renewed the image of the tourist brand ‘Cantabria Infinita’ with a “versatile and continuous” logo, which highlights the introduction of an infinity in the logo.
The logo has been designed by the agency C&C Publicidad, an agency specialized in Advertising, Marketing, Internet, Communication, Stands and Events. An agency that has few Branding projects in its portfolio and that its graphic level is not up to par with an agency specialized in Branding.
Beyond the quality of the logo, at a graphic level, no strategic Branding plan has been presented either. A project has been presented that is at the level of the student presentation of the final degree project, with countless mockups with very little sense. A low-profile job for which the department has been billed 32,000 euros.
In addition to the graphic level of the logo, it has raised another level of criticism due to the similarity that the infinity symbol has with a graphic resource from the Adobe Stock image bank. An element of coincidence, or misuse, since Adobe licenses do not allow use for Branding. Even depending on the license level it could incur inappropriate use since it is not allowed to create merchandise, templates or other products for resale or distribution where the main value of the product is associated with the resource itself. For example, you can’t use the asset to create a poster, t-shirt, or coffee mug that anyone would buy specifically because of the asset printed on it.
The Minister of Tourism of Cantabria, Eva Guillermina Fernández, has indicated that if anyone considers that the new ‘Cantabria Infinita’ logo has been plagiarized, they should file a complaint, since any author or company has “all the legal tools at their disposal.” has declared.
It seems that institutional branding is doomed to controversy due to its misuse and lack of judgment when commissioning professionals and experts in the field.
