The “Z” of Zaragoza triumphs in Europe: this is the tourism award it can win in Bulgaria

If you’ve noticed a large “Z” on posters, promotional campaigns, or at events in the city in recent months , that symbol has just taken a significant international leap. Zaragoza’s new tourism brand, unveiled a few months ago, has been selected as a finalist in the 2026 European Design Awards, one of Europe’s most prestigious competitions in graphic design and visual communication, and is now in contention for a gold, silver, or bronze medal.

The result will be announced on June 13 in Sofia, Bulgaria, during the awards ceremony that brings together leading professionals from the European creative sector each year. The nomination represents a further boost to the tourism promotion strategy implemented by the Zaragoza City Council and a visual identity designed to strengthen the Aragonese capital’s international profile.

The Minister of Culture, Education and Tourism, Sara Fernández, celebrated the nomination and highlighted that it is ” another recognition of the international outreach work we are carrying out.”

A Z-SHAPED WINDOW

The winning visual identity revolves around a “Z”-shaped window , designed to showcase Zaragoza as a grand stage under the slogan “the city where everything happens .” With this design, the city council aims to project a modern, dynamic, and recognizable image of the city, linked to its cultural, heritage, gastronomic, and leisure offerings.

The project involved various artists from Zaragoza and culminated with the graphic design by David Ruiz. This is not the first time Zaragoza has received recognition at these awards: in 2020 it won a bronze medal for the comprehensive redesign of the signage for the city’s bus network.