Via Under Consideration’s Brand New, my branding crush for this week is Peru’s new identity. From a friendly and beautiful logo, to great application, this is the one exception I’ve seen this year to the disastrous country rebrands trend.
Before and After
The New logo
During the process, research was done to figure out which were those continuous motives to all cultures of Peru in the different regions and times. The spiral form that the “P” has is referred to one of the graphic motives present in all the cultures born in Peru’s land. It represents evolution, change, transformation. It also referes to a finger print, in line with the concept that “there is a Peru for each one”.
Also, the use of a handwritten typography, creating a logotype from a single line because in Peru people trace their own path based on their particular interests. The associations that relate to historical and contemporary events were highly valued by qualitative research participants carried out at national and international levels. Furthermore, the identity system uses graphics from different regions and cultures, re interpreting them to create a graphics system that covers color backgrounds as well as images.