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Branding A Country: Peru Gets A Charming New Logo

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Frequently Asked Questions (FAQs) about Peru’s New Logo and Branding

What is the significance of peru’s new logo.

The new logo of Peru is a significant part of the country’s rebranding strategy. It is designed to represent the country’s rich cultural heritage, diverse landscapes, and vibrant communities. The logo features a stylized representation of the national bird, the Andean cock-of-the-rock, in vibrant colors that reflect the country’s biodiversity. The logo is intended to promote Peru as a unique and attractive destination for tourism, business, and cultural exchange.

How does the new logo contribute to Peru’s branding?

The new logo plays a crucial role in Peru’s branding by providing a visual identity that is instantly recognizable and distinctly Peruvian. It helps to create a positive and memorable image of the country in the minds of international audiences. The logo is used in various promotional materials and campaigns to showcase Peru’s attractions and opportunities.

Who designed Peru’s new logo?

Peru’s new logo was designed by FutureBrand, a global brand strategy and design consultancy. The firm worked closely with PromPeru, the country’s tourism and export promotion agency, to create a logo that captures the essence of Peru and resonates with global audiences.

What elements are incorporated in Peru’s new logo?

Peru’s new logo incorporates several elements that reflect the country’s unique attributes. The central motif is the Andean cock-of-the-rock, a bird native to Peru and a national symbol. The bird is depicted in a stylized and abstract form, with vibrant colors that represent the country’s biodiversity. The logo also includes the word “Peru” in a modern and dynamic typeface.

How does Peru’s new logo compare with those of other countries?

Compared to the logos of other countries, Peru’s new logo stands out for its vibrant colors, dynamic design, and cultural symbolism. While many country logos rely on traditional symbols or landmarks, Peru’s logo takes a more abstract and creative approach. This helps to differentiate Peru and create a unique brand identity.

What was the public reaction to Peru’s new logo?

The public reaction to Peru’s new logo has been largely positive. Many people have praised the logo for its creative design and cultural relevance. However, like any rebranding effort, it has also faced some criticism. Some people feel that the logo does not adequately represent all aspects of Peru’s diverse culture and geography.

How is Peru’s new logo used in marketing and promotion?

Peru’s new logo is used extensively in marketing and promotional activities. It appears on a wide range of materials, from tourism brochures and websites to trade show displays and merchandise. The logo helps to create a consistent and recognizable brand image for Peru across different platforms and media.

What impact has the new logo had on Peru’s tourism and economy?

While it’s difficult to measure the direct impact of the new logo on Peru’s tourism and economy, it’s clear that the logo is a key part of the country’s broader branding and promotional efforts. These efforts have helped to increase international awareness of Peru and attract more tourists and investors to the country.

What challenges did the designers face in creating Peru’s new logo?

One of the main challenges in creating Peru’s new logo was to capture the diversity and complexity of the country in a simple and effective design. The designers also had to ensure that the logo would appeal to international audiences and work well across different media and formats.

What future plans does Peru have for its branding and logo?

Peru plans to continue using its new logo as a central element of its branding and promotional activities. The country is also exploring new ways to leverage the logo and its brand identity to attract more tourists, investors, and cultural exchanges.

Jennifer Farley is a designer, illustrator and design instructor based in Ireland. She writes about design and illustration on her blog at Laughing Lion Design .

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Branding a country: the brand peru.

Back in 2011, a new brand identity was born for the country Peru in South America. The process of creating the brand started in 2009 and was led by PromPeru (Peru Exports and Tourism Promotion Commission) and designed by the Buenos Aires office of Futurebrand.

I believe this case study is very interesting, as we usually talk about branding strategies for consumer goods and service companies. But anything can need a branding strategy, from a human being (which is called personal branding) to an entire country!

Branding a country can help attract tourists and investors, and increase the demand for what the product has to offer (for example, product and services). Also, good branding can help the country earn the respect of other nations.

The Challenge:

The country needed a strong and positive country brand that stood out, drew attention, and was able to transmit a clear promise.

The objective was to create acompetitive advantage for the country to gain international exposure (such as tourism and exports), but also to attract investors.

The Branding Strategy:

The new brand identity was built around Peru’s flavors, colors and living history.

It was built to attract more tourists to both the new and the modern Peru, mirroring all its beauty, diversity and generosity.

“Peru is now an international destination that offers attractions and opportunities that are unique in the world, due to its natural and cultural treasures.”, explains branding agency Futurebrand on its website.

Watch the video here:

 The brand identity:

The brand needed to be used within a variety of sectors (tourism, gastronomy, investments…), which is why the agency decided to keep the brand’s name simple. The entire identity was built around the word “Peru” and no frills were added to the name.

“The spiral shape of the capital letter “P” takes its inspiration from one of the graphic motifs found throughout all the ancient cultures that flourished in our land, and it represents evolution, change, and transformation. It also evokes a fingerprint, in line with the concept that “There is Peru for everyone”, explains the official website of the country.”

The color red

The red color chosen for the logo is a reflection of the intense and vibrant red on Peru’s flag, which represents the dynamic culture and people of the country.

Because the country possesses different facets and aspects, the brand identity design could not just rely on the color red, and was also built upon a multi-colored palette. The colors symbolize the diversity of Peru’s regions and landscapes, and its energetic and stimulating character.

 The design

The graphic design line was inspired by the different regions and cultures.

The photographs chosen to promote the country are traditional images of Peru, but also include the addition of flowing lines which follow along the contours of key elements in the photographs. This design connects the images to the overall look of the campaign, and also sets the photographs apart from simple stock images, which are often chosen for destination brands.

The results:

“The marque for brand Peru is now a globally recognized symbol and captures the wide and varying elements of Peru’s heritage, history and culture. The design work for the identity system was given a D&AD ‘in book’ award for 2012.”

Peru now has a very memorable brand that tells the world how culturally rich the country is. We like that the branding strategy shows a true connection between the brand and the country.

References: Underconsideration , Peru’s official website , FutureBrand , Creative Roots

Pictures from:  Underconsideration

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Branding Peru

Peru’s new visual identity was designed by Futurebrand. Distinctive, adaptable, appropriate.

For the new Peru logo, “no images were used. The word Peru is enough, according to the campaign. It is uniquely short for a country name, it has a universal pronunciation, and the accent mark over the letter u stands out.”

“Starting April 26, the brand will be promoted in a campaign within Peru. Then the hope is that shortly after consumers around the world will begin seeing the Peru brand on an array of Peruvian-grown foods and manufactured goods.”

Elsewhere: Country Brand Peru , on FutureBrand — who created the design Press release , from FutureBrand Peru Brands Itself , on @Issue Journal of Business & Design Peru’s New Brand , on Brand New Type Together , the foundry commissioned by FutureBrand

I like it, very simple, clean although is there any reason for the amount of swirls that make up the p?

I really like it too for its simplicity… long promotional video though, could’ve said the same in half the time

Lovely identity. Captures the spirit and landscape of Peru nicely. I Didn’t understand the video as I’m English so they could have been talking about.. ‘carpets’ for all I know! And if so, the identity would work equally well ;-)

Perhaps the P’s “swirls” are reminiscent of those ruins that they showed in the video. The Inca’s and other ancient people did a lot of tiered farming. There are also many mounds and forms of land art that share that motif.

The imagery really sells this by the way.

This is really refreshing, although maybe a little hard to read initially, the letter forms have a lot of character and movement as do the little line details that accompany it.

Very interesting and well done, too. Not to start trouble, :) but when is the US going to improve its brand?

? What IS the US brand?

The American flag with wording “Made in the U.S.A.” underneath.

I’d love to now how the US would go about trying to define or narrow down its brand values. It’s too big to have a unique and single proposition…

I think the new branding is charming, fresh and engaging. According to the press release…

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 refers 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.

I like the new Peru branding look, but ultimately their ability to transfer an “experience” to potential visitors will be the determining factor as to whether or not it works. That’s the only worthwhile measure of success in any campaign.

@Craig @Paul – I don’t think the US does a very good job of branding as a nation, but certain cities have branded themselves well. Las Vegas, Nashville, Austin, New Orleans, Key West, and others have done good work. The recent California branding was interesting as well.

The obvious reference is to the Nazca Lines … I agree, it’s very nicely done.

Ah, you did post it David. This is great. Love it. It has life beyond just the logo, a complete identity. It FEELS right, it’s emotive, it’s distinctive and it’s entirely appropriate and relevant. Compare this to the 2012 identity and you can see instantly just how badly London 2012 fails.

There is some great work coming out of Latin America (this was designed in Argentina). I went to an Icograda design conference in Cuba many years ago and was really knocked out by what I saw. Cuban design students are also very skilled.

As for the USA. I take it that the Peru identity is for tourism. I agree with Craig that the USA would struggle to define it’s brand in a logo as the US is too big and encompassing. Arguably, you could say that they don’t actually need one. They just need a frame.

I’ve never been to Peru and no nothing about the culture, but as a ‘Westerner’ this just feels so right. A kind of ‘Machu Picchu’ thing going on. It’s fresh. Distinctive and simple. Reminds me of the Mind logo.

I really like this. It’s simple, distinctive and I think I get the influence of Peruvian art and culture. I love to see logos in white too…so clean.

I quite like the video too, even if I don’t understand a word of it.

Gorgeous, David. A breath of fresh air. Thanks for posting it!

The P looks like the Nazca field drawings that you can see from the air. Also a nice spiral.

I like the logo a lot actually. As for the video, it does not have to be one of those way too fast Attention Deficit Disorder videos you see on TV nowadays, but this video can still be edited to be a little tighter. At 2.12 minutes, the logo should have made an appearance a lot sooner

Hi i’m peruvian, the P looks like the “Lineas de Nazca” (Nazca’s lines) that you can see the monkey’s tail from the air, is one of the most representative images of Peru. link: http://en.wikipedia.org/wiki/Nazca_Lines

@Alonso Li Shall you tell us what does the peruvian people say about this? Because there’s a little of buzz around this project done by an argentine team.

Nice logo though I think a few other countries would contend the claim that it is uniquely shot for a country name: Cuba, Iran, Iraq, Chad, Fiji, Oman, Laos, Togo, Mali . . .

Hi @Demian Perez, Peruvians had taken so well the logo. As usual we feel proud of our country.

Great logo. I think all the swirls are meant to represent Peru’s famous Nazca lines.

I agree that the new Peru logo is very nicely done. It does look like the Nazca line drawings but also is reminiscent of patterns in textiles and pottery from other Peruvian cultures.

Hi everyone. I’m from Peru. It is a very particular country with a coastline, mountains, and jungle, plus it has one of the best cuisines in the world, people are very warm and friendly, is now one of the most economically stable countries in Latin America, the country’s P logo is the result of an iconographic figure of cultured Mono Nazca, but also could be taken as a spiral which would represent the appointment process had by evolutionary Inca, Nazca, Mochica cultures. I invite you to come to Peru and I assure you that you will have very pleasant memories of this country so mystical. Greetings to all.

Interesting! I always think it’s cool when a country or city tries to rebrand itself — it’s so interesting how the way they go about choosing a logo reflects what they think of themselves, how they want to be perceived, etc.

The swirls are because of LINEAS DE NASCA

The reason for the branding is because Peru wants to be be at the vanguard of all the emerging countries of south America, and the swirling logo mimics one of the many wonders Peru has, In this case the iconic “Nazca Lines”.

I think the US does have a single propsition brand wise. It’s the spirit of the world’s people that came to an undeveloped continent and conquered it for their survival. As is usual with regards our species, terrible things were done to indigenous peoples, and eco systems. Greed and power were the motivating forces that shaped it. It will always be thus. The history of the US is really the battle for ownership of the country’s debt generation, or central banking system and control of the profits, the interest, from the debt that built the nation. That era of expansionism now over, the banking system has moved elsewhere for profits, finally able to bankrupt forever the nation that made it. I think ‘pioneer’ spirit is the identity of the brand. Synonymous with that, however, is not courage or victory, but exploitation whch is the price of naivity; both characteristics that the American people are now realising is their inheritance. The food of the pioneer is hope and, to paraphrase that great pioneer, Carol Quigley, we can but continue under the premis that there is hope in their tragedy.

Started seeing the Peru tourism campaign on TV. Couldn’t take my eyes off the logo. I’ve never visited the country, but knew instantly that the swirl symbolized the crop circles I’ve seen now and again in photos of Peru. Even if I didn’t make that connection, I would have loved the logo regardless. The swirlly P is pleasantly hypnotic. Thanks for creating it!

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Branding Peru: Cultural Heritage and Popular Culture in the Marketing Strategy of PromPerú

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Nation brands reveal how a country would like to be perceived and what it considers to be its most appealing attributes. Of course, there is not necessarily concordance between the brand and reality, either as perceived inside or outside the country or both. Ideally, however, the brand can be sustained in the face of examination—domestic and foreign. It can deliver on what it promises. When a nation’s people are mobilized in support of the brand, when they affiliate themselves with the brand’s message, when there is popular buy-in, when the brand taps into the prevailing zeitgeist, then the brand becomes iconic in the country and amazing things can happen. This chapter discusses Peru’s new nation brand: la marca Perú . That brand was created by PromPerú, the national Commission for the Promotion of Peru. The brand is wildly successful in Peru because it has drawn together a strategic cluster of positive cultural ideas about what Peru and Peruvianess are. The brand has overcome the pathology of Michael Herzfeld’s cultural intimacy pervasive in the country so as to generate a performative and embodied pride of self as a member of this imagined community. Popular culture in Peru has become one of the foundations of la marca Perú. Popular culture joins Peru’s spectacular ancient civilizations, ethnic diversity, and breathtaking scenery to create what PromPerú calls a “unique, special, and multifaceted image of the country.”

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Silverman, H. (2015). Branding Peru: Cultural Heritage and Popular Culture in the Marketing Strategy of PromPerú. In: Robinson, M., Silverman, H. (eds) Encounters with Popular Pasts. Springer, Cham. https://doi.org/10.1007/978-3-319-13183-2_8

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Thanks to a long history defined by major ancient civilizations, Peru is home to more than 5000 archaeological sites. Many of these remain shrouded in mystery, but are still capable of transporting visitors to the periods when such societies flourished. For example, a visit to Machu Picchu reveals the perfection of the Inca empire; this sacred city can be reached onboard the luxurious trains that run through imposing mountain scenery dotted with colorful Andean villages. 

Peru is synonymous with natural beauty and it is one of the world’s ten most biologically diverse countries. With more than 200 protected natural areas, it possesses 84 of the planet’s 117 life zones. Peru has created 14 national parks, 15 national reserves, 9 national sanctuaries and 11 reserved zones. It is home to more than 1800 species of birds and 10% of all the reptile, mammal and fish species that exist on Earth. It also has 3 500 varieties of orchids. 

Peru is also a paradise for lovers of adventure, offering a range of outdoor sporting activities for the curious, beginners, amateurs and experts, including trekking, climbing, mountain biking, surfing, paragliding, hang gliding, camping, canoeing and kayaking. These are just some of the most popular activities that form part of the host of possibilities offered by the varied geography of Peru. 

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Download the vector logo of the Turismo Peru brand designed by LEOdesign in CorelDRAW® format. The current status of the logo is active, which means the logo is currently in use.

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Have a Once in a Lifetime Experience

I want a tailor trip, best tours according to our thousands of satisfied clients.

At Last! the SECRET for the Perfect Vacation UNVEILED Click Here

Kunaq presents: Fully Tailored Experiences to Peru with PeruTourism

PeruTourism offers costume trips to Peru, Cusco, Machu Picchu, Lake Titicaca, and the Amazon Jungle, within other destinations. We can provide you with permanent assistance, personalized itineraries, and the best service for your dream travel, in a friendly and easy way. Based on our 35 years of experience, in this website we suggest to you some interesting and exciting trip itineraries , This is just a kick start guide to personalize each program or any other resquest you have according to your expectations. ¡Let us show you the Magic of Peru the way you deserve!

Read the e-book with my adventures in the most beautiful places of Peru free!

Get the real experience that make the difference between a regular package tour and aonce-in-a-lifetime vacation, just for you!

International certifications:.

International Air Transport Association. Code: 91500743 IATA Member since 2001.

American Society of Travel Advisors. Member since 2004. ASTA

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• Licensee Program
• Film in Peru
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• Amigos del Peru

Foreign Trade

• Superfoods Peru
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• Coffees from Peru
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• Commercial Offices of Perú
• World Heritage
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Find what you want

The traveler that arrives to Peru traces a route that allows him to get involved, to discover, to experience. In the midst of these experiences, Peru invites you to discover yourself. This transformation is fostered by its people and traditions.

If the heart says yes, come and visit Peru.

Heritage of Humankind

Discovering Peru is going into 5 thousand years of live history. Ancient traditions and customs bring Peruvians together, as a solid bridge between the present and the past.

Modern and Natural Wonders

Machu Picchu fascinates because of the mysticism felt in its "andenes" and of the amazing perfection of its stone walls. This architectural wonder from the times of the Incas was recognized as "Heritage of Humankind" and later declared as one of the "Seven Wonders of the Modern World".

Recognition

With 15 awards received in 2016 in the "World Travel Award", Peru is the most awarded country in South America. These awards confirm its excellent tourist offer and varied gastronomy, the perfect combination that the world acknowledges.

Peru aims to boost its tourism presence at the IMEX Frankfurt 2024 trade fair

Peru is on the cover of a prestigious Voyage magazine

Global Big Day 2024: Join the world's biggest birdwatching event and become a part of it!

Peru has been awarded the title of Best International Destination in the 2024 National Geographic Traveler Readers Awards

Peru anticipates hosting over 180,000 tourists thanks to a new strategic alliance

Peru (tourism)

• View history

1995–2011 [ ]

2011–present [ ]

Peru Travel Logo PNG Vector

Peru Travel logo png vector, transparent logo and icon in PNG, SVG formats.

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