The decision, outlined in a resolution from the Communication Service on April 27, aims to fulfill the objective of making this institutional slogan known. The commission has once again been awarded to the agency Síntesis y Acción, the same company that previously shaped the visual identity of the slogan.
On this occasion, the contract has been formalized for an amount of 3,388 euros (VAT included). Although the city council invited five other agencies in the sector to submit their proposals, the process concluded with only two offers, with Síntesis y Acción being chosen as the most convenient.
“"The great success of the slogan is that it was always there and is inherent to our city."
When the slogan was presented in February, the government team insisted that its implementation would not entail any outlay beyond the 10,182 euros paid for its design. However, the need to design specific advertising pieces to familiarize Valencians with the concept 'Cap i Casal' adds a new chapter of expense to the creation of a brand that already generated controversy at its inception.
The choice of this slogan was justified in February as a commitment to historical identity. The design, which uses the exclusive 'Redoneta' typeface to convey kindness, integrity, and serenity, was endorsed by the city's official chronicler, who recalled that the attribution of 'cap' (head) of the Kingdom of València already appears in the chronicle of Jaume I.
