Branding Peru – the importance of branding
Branding is essential to any business. Your brand creates an impression on your customer before they ever try your product or service. Whether you aim to convey solid dependable reliability or quirky fun and friendly, the quality of your brand will influence the opinion of potential customers before they walk through your door, pick up the phone or click through to a contact form on your website. Should they do so, and should you go on to meet the customer’s expectations, your brand will forever be associated in their mind with that good experience. They’ll remain loyal to your brand and keep coming back.
In an increasingly competitive and diverse global market place, countries too have found the need to set themselves apart with a brand identity that is immediately identifiable, particularly those with export-based and tourism dependent economies.
In 2011 the South American nation of Perú launched its Country Brand at the New York Stock Exchange, an ideal place to point out Peru’s roaring economic success to international investors in a time of economic decline in the United States.
To arrive at this new visual identity several exploratory rounds were undertaken that included the creation of logotypes, symbols and graphics, all taking their cues from the immense diversity Peru has at its disposal. Three ideas were singled out before one was chosen and driven forward to completion, with final consultations held with industry leaders and representatives of the Peru Exports and Tourism Promotion Commission (PromPerú).
The brand revolves around the word Peru, a country name rare in its shortness and near universal pronunciation. Found throughout Peru’s past, but most notably in the Nazca culture, the spiral of the “P” represents change and transformation. It is hand-written in a single line, as are the famous line drawings of Nazca. Sitting mainly on red, the national color of Peru, it is vibrant and energetic. Peru’s multifaceted nature though lead it to be accompanied by a multitude of bright colors.
The typeface, a variation of Bree and also an important consideration when branding your organization, has had its characters extended with the lines and curls born from the logo that also form part of the visual identity.
To launch the new brand, a wonderfully creative video documentary was filmed in Peru… a town in Nebraska, USA. Enjoy!
Entrust your brand identity to our design team in Lima, Perú, check out our creative solutions.