The University of Coimbra is one of the oldest institutions in Europe — with its inception dating back to 1290 —, making this city a remarkable hub for students, both national and international, with a history full of tradition and academic fraternization. Since thousands of new students arrive every year to the University of Coimbra, Festa das Latas is one of the biggest freshmen welcoming parties, lasting for a week full of cultural events and musical concerts (ranging from Pimba favorites like Quim Barreiros and big headliners such as the Kaiser Chiefs). This event is crucial every new year, bringing together old students and new students in a strong academic spirit.
The visual identity echoes this constant feeling of party and welcoming, celebrating the diversity of students, courses and faculties. The main symbol is of course a graphical representation of a can — in portuguese, lata. Those cans are the ones tied to the freshmen feet as they parade, making noise through the city's streets. This element was drawn encompassing several different patters, being composed in a gesture of mixture and addition.
The full campaign features seven colors, each derived from every single day of the festivities. Another pivotal element to the identity was the use of important symbols concerning the traditional background of this event, such as a whistle, a giant plastic pacifier and a little chamber-pot (which equip the new students during the official parade), among others relevant to the academy as well (like scissors, a bludgeon, a wooden spoon and a turnip).