The present work corresponds to the foundations of the subject “City-brand” from the point of view of the intervention of the design of visual communication. The preponderance of visual message is a fact that characterizes today’s sociocultural environment. Its application and maintenance, ruled according to the concept of mark strategy of differentiation and competition, form part of today’s great challenge of communication and image of a city which is the challenge of development. A big challenge in this matter is one the outlines the integrated system of transport BIOVIAS of the Great Concepción. The communicative intervention of the design has to give an effective answer to the aspirate cultural identity and requirements to the user.