Peru’s New Brand

It’s hard to describe countries without making sweeping statements or delving into clichés, so I won’t even attempt to describe Peru, other than to state some (hopefully obvious to everyone) facts: It’s in South America, its official language is Spanish, and it’s beautiful from its landmarks to its people. Last week saw the culmination of a process that started in 2009 led by PromPeru (Peru Exports and Tourism Promotion Comission) with the unveiling of Peru’s country brand, designed by the Buenos Aires office of Futurebrand. Brand video. In Spanish. It is amazingly refreshing to see a logo that does not rely on a sans serif and an isolated icon — nothing wrong with that model, but we’ve seen so much of it lately that it’s easy to forge