Argentina presents the evolution of its country brand

By Estudio Chaloupka

Argentina launched the new design of its Country Brand, the product of a long process with the participation of recognized professionals from various disciplines and the public’s vote. "In order to position our country in the international context, the new identity of Argentina is based on the strong representation of two of our most important symbols,” the Minister of Tourism stated in a press release.

Those symbols are the Sun of May and the cockade. The Sun of May is represented in Argentinas’s flag through a radiant golden yellow sun bearing the human face and thirty-two rays. The specification of May is a reference to the May Revolution which took place in the week from 18 to 25 May 1810, which marked the beginning of the independence from the Spanish Empire. The white and light blue colors of the cockade were first adopted during the British invasions of the Río de la Plata in 1806 and 1807 by the Regiment of Patricians, the first urban militia regiment of the Río de la Plata. 

In the new Country Brand, the Sun of May and the Cockade combine to represent “nationality and patriotism”, integrating together to symbolize Argentina’s federal inclusion of its 24 national districts.

“Since the beginning of this creative process we sought that the Country Brand needed the participation of all citizens, as the brand represents an entire country and the pride the country wants to showcase towards the international community,” stated Yanina Martínez, Secretary of Tourism Promotion.

Hundreds of design proposals were received and five were selected by design professionals from several public organisms. A jury of notables selected two finalists from the final group. The winner was decided by popular vote.