The Town Council of Pilar de la Horadada has announced the launch of a new tourist brand identity designed to present a strong and modern image that aligns with contemporary trends and technologies. This initiative aims to position the municipality as a sustainable tourist destination with its own identity, deeply connected to its natural Mediterranean surroundings.

Councillor for Tourism, Eva Martínez, explained that this new brand represents much more than just an aesthetic change. She emphasised the importance of telling a comprehensive and engaging story about what the town has to offer, including its beaches, nature, communities, and people. Each corner of Pilar de la Horadada possesses something unique, and this revitalised identity facilitates a coherent and emotional connection with visitors and locals alike, whether here or around the globe.

With this rebranding, Pilar de la Horadada aspires to emerge as a welcoming, diverse destination committed to responsible tourism. The new logo features the name of the municipality designed in a unique typeface called ‘horadada’, accompanied by a colour palette that includes both warm and cool tones, reflecting the warmth, proximity, and welcoming nature of the area. The colours selected range from the earthy yellow of Río Seco to the serene blue of Mil Palmeras, each carefully chosen to embody the richness of the local landscape.

The creators of the new visual identity stated that the colour selection is based on a comprehensive analysis of the natural scenery, cultural identity, and geographical characteristics of Pilar de la Horadada. Vibrant colours are intended to enhance visual communication across various platforms, ensuring consistency and readability. This new palette not only conveys energy and brightness but also strengthens the brand identity, fostering an emotional connection with diverse audiences and enriching the overall perception of Pilar de la Horadada as a unique and contrasting tourist destination.