José Manuel Ludovice Santa Bárbara 1936 – 2026

Mastermind behind CP’s visual identity

Born in Caldas da Rainha in 1936, José Manuel Ludovice Santa Bárbara built an academic career in the arts and a professional life linked to the visual and brand identity of various institutions and companies, as well as in the fields of culture and music; he was one of the most prolific creators of record covers, with his collaboration with Portuguese musician Zeca Afonso being particularly noteworthy.

After graduating in Ceramics from the António Arroio School of Decorative Arts and in Sculpture from the Higher School of Fine Arts, his academic background includes studies in Set Design at the National Conservatory of Lisbon and in Engraving at the Portuguese Engravers’ Cooperative.

He quickly began to focus on the arts and visual and corporate communication, which aroused interest within the business and public sectors. And the railway sector was no exception.
At its meeting on 23 December 1970, the Board of Directors of CP approved the part-time appointment of the sculptor, “a specialist in graphic arts and interior architecture to collaborate in the advertising sector as well as in modifying the graphic design of all documentation used and in interior decoration, particularly in the stations most frequently used by the public”, with Santa Bárbara joining the Company on 1 February 1971 as a Senior Technician employed in the Commercial Service – Traffic Department.

One of his most significant and memorable projects took place just two years after he joined the Company. In May 1973, the new CP logo was approved and remains in use to this day to accompany the technological and administrative restructuring implemented within the Company. At the same time, the “Company Identity Manual” was approved, covering: the colours of rolling stock; unified and standardised graphic symbols for signage, printed materials, identification and information panels; changes to the environment and architectural layout of stations; building colours; and pictograms.

It was the starting point for a profound change in CP’s external and internal visual communication, as well as for the railway in Portugal, at a time when the aim was to project modernity and innovation through imagery. His role and the impact of his work at the company led to him becoming head of CP’s Design Office in August 1980.

With his work already recognised in Portugal, international recognition eventually came in 1994 when the European Community Design Prize awarded CP’s Design Office and the former Sorefame the jury’s special prize for the interior and exterior design of the CP 2300 series railcars – the UQEs of the Sintra Line.

During his years of service at CP, Santa Bárbara also carried out other projects, notably artistic interventions at Entrecampos and Pragal stations, a sculpture commemorating the 150th anniversary of the railways, and a medal marking the 160th anniversary of the arrival of the train in Portugal. In February 2007, he ended his association with CP after more than 35 years.

José Manuel Ludovice Santa Bárbara passed away on 28 April 2026, leaving behind a unique body of work that will stand the test of time and remain a benchmark in the Portuguese railway sector.