FutureBrand BuenosAires and Lima2010
Designing a brand identity for a country is a challenging – some would say near impossible – task. How can a single piece of design sum up an entire nation and make reference to its wide variety of defining elements, be they geographical or historical, cultural or societal? Is there not already an insurmountable visual signifier of sorts in a national flag, familiar to both the native population and those who view the country from abroad?
But in 2010 two offices from FutureBrand South America created a logo for Peru that managed to be inclusive of the country’s many diverse cultures, and evoked its long heritage and creativity, in a clever hybrid of wordmark and symbol. The result marks it out as one ...