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Mexico Unveils New Brand

April 12, 2005

Mexico Unveils New Brand
April 12, 2005 – The Mexico Tourism Board unveiled its new country brand and logo this week at Tourism Tianguis 2005, Latin America’s largest tourism trade fair in Acapulco. 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 logo features the word Mexico spelled out in a rainbow of colors. It is meant to reflect Mexico’s 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, 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 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."

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