Porto. is the photo hotspot in the Invicta

The Porto. logo, which represents the city branding, is located in front of Porto City Hall building and these large letters are a much sought after photo opportunity.

However, the Porto. letters are on the move! They've been at the Gardens of Palácio de Cristal, at Porto Oriental Park and at Porto City Park. Now, you can find them at Avenida dos Aliados.

This is the official city branding of Porto, and some of the visitors are aware, like Jarbas, a Brazilian from Manaus, who is pursuing a doctorate degree in Coimbra explained "Porto. stands for the city branding of the Invicta".

Every day, countless visitors take selfies or are photographed standing, lying or sitting on the letters, which most certainly results in an extensive selection of vibrant photographic memories.

A group of visitors from Rio de Janeiro wants to "take the Porto. letters as a souvenir to Brazil".

No doubt that Porto has a new "look" and a new "feel" for both residents and visitors as of 2014, when Mayor Rui Moreira and his team decided to brand the city, which is a vital component in successful towns and cities from around the Globe.

Such an example is the testimony from the German tourists that arrived in the city and acknowledge that "thirty years ago, when we visited the city, a lot of buildings looked broken and now they all look very nice".

Commissioned by the City Hall of Porto, this visual identity project immediately stood out for distinction in several international awards and has started an internationalization strategy of the brand "Porto.".

This design and branding project of White Studio, under Eduardo Aires art direction took the view that, for each individual, Porto is unique and it has been a lever for the recognition of the city in Portugal and worldwide.

The brand Porto. won important prizes such as the ED Awards, D&ADAwards or Graphis, awarded in Istanbul, London and New York.