New: Logo and visual system
Launched: July 6, 2006
Story in brief:
Under President Kirchner,
a team of government and private institutions hammered out an "Estrategia
de Marca País," a Nation Branding
strategy, and a daunting design challenge: Express a fresh, new
presence for Argentina at home and in the world, to better
support its people's aspirations for global commerce, culture
and national confidence. As a country to live in, it should
celebrate Argentina's authenticity, passion, expressiveness and
warmth. As a county to work in and do business with, it should
support innovation, professionalism and knowledge. The
more specific design brief:
● Understand identity as dynamic,
not fixed; what we are becoming, not what we are.
● Think of the brand not as a mark but
as a system, a visual language.
● Avoid the outsiders' expectations (no
gauchos, no tangos); instead, affirm our own new point of
● Nothing banal, corporate or
mercantile, or pinteresque and obscure.
● A brand that relates to people in
everyday life, not to marketing experts.
● A brand consistent with a youthful
In the first round, the credentials of some 69 branding and
design firms (including some of the globals) were accepted;
finally,45 of them would present a recommendation. The Brea/Luna/Mikalef
submission was the unanimous choice of an impressively qualified
jury of intellectual, cultural and business leaders.
The new mark is an abstraction, yet it's "national ribbons"
evoke a waving banner. According to Guillermo Brea they can
mean many things... cycles of history, telecommunications waves, even the
sensual dynamics of (yes) tango, but the larger idea is "from
diversity, strength and unity." And clearly, it is more than a mark;
it is a system, a joyful visual presence, a gestalt.
C.E.O. - Presidente Dr. Nestor Kirchner
Identity design - Guillermo
Brea & Associates,
with Alejandro Luna and Carolina Mikalef
As you can probably tell, I like it. Although I detest open
competitions for their waste and disdain of professionalism,
this one worked. It's one of the best place brands of the