The Mexico Tourism Board presents its new country brand at the tourism titanguis
The new brand represents Mexico’s diversity, richness, warmth and happiness, while capturing the essence of Mexico’s strategic positioning: unique, diverse and welcoming
The new image Mexico will be used to convey the country’s true essence to the world, as it was recently unveiled at the Mexico Tourism Tianguis 2005, Latin America’s largest tourism trade fair in Acapulco this week.
With its rainbow of colors, the new country brand expresses Mexico’s diversity, richness, warmth and happiness, offering an image that clearly conveys the country’s thousands of years of history, from pre-hispanic times through the Viceregal period to Mexico today.
The new image also reflects Mexico’s immense natural and cultural wealth. The typeface conveys strength, liveliness and self-assuredness, with the lowercase accented “e” expressing modernity and personality.
“Now Mexico has a brand identity that truly communicates our country’s positioning as unique, diverse and welcoming,” said Francisco Ortiz, CEO of the Mexico Tourism Board.
During the launch of the new image, Francisco Ortiz said that the next step was to “maximize the strength and power of our country brand throughout the tourism sector, and invite related sectors to adopt it as well,” adding that “we should all be clear that a brand is much more than a logo; above all it is an essence, a spirit imbuing everything that carries it.”
The brand’s development was based on research findings and the work of communication and branding specialists, which included brand diagnosis, competitive audits, a conceptual platform, studies’ of Mexican design elements, the creation of design elements and the elaboration of a brand identity manual.
The concept of the logo was an effort of the Mexico Tourism Board’s Marketing and Government Committees and the Fundación Mexico Puente de Encuentros, headed by Guido Lara. The graphic design was the result of the creative efforts of Eduardo Calderón and his team from the agency Design Associates / Emblem.
A brand is an identity founded on unique, relevant and differentiating attributes. It is a communication system with many points of contact; with the most important being direct experience of the brand through the products and services provided.
The CEO of the Mexico Tourism Board added that “adding value to the brand does not mean simply including it in a new brochure; it means tourism industry representatives strengthening it through their own acts and words.”
As part of its strategy, the Mexico Tourism Board also consulted with consumers (tourists) and industry representatives (among them tour operators and strategic partners), who revealed that the prior graphic identity did not convey the desired positioning of Mexico as a unique, diverse and welcoming country.
The prior logo was found not to sufficiently reflect the diversity and richness of today’s Mexico, proud of its roots but also of its aspirations, since it reproduced folkloric stereotypes and mainly communicated the concepts of sun and archaeological sites.
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Source:
Mexico Tourism Board
Presidencia de la Republica [span.]
