Finalists announced in Paraguay's Country Brand contest

By BKM | Berkemeyer

The Ministry of Industry and Commerce (MIC) announced the five finalists to design Paraguay’s new Country Brand, nearing the end of a public contest launched at the beginning of the year to invigorate Paraguay’s image both nationally and abroad. The five finalists are currently subject to the public vote and will defend their projects on March 18, 2019, before a jury headed by the renowned Finnish graphic designer Pekka Loiri. The winner will be awarded USD 20,000 for the design of the new image.

The contest, named "A brand for Paraguay”, received a total of 363 applications and included workshops focused on the needed IP strategy and criteria to design a Country Brand, among other related topics, with more than 150 participants.

Paraguay has an Investment Promotion Program with a total budget of USD10 million, of which USD 2,5 corresponds to the Country Brand development. “We are one of the most competitive countries in South America for investments and exports. However, we still have an image deficit because few people value the country at a business, tourism and human talent level. Therefore, the importance of building a brand that is our letter of introduction abroad and that identifies and makes us proud as Paraguayans”, said Ana Chuang, director of Paraguay’s Network of Investments and Exports (Rediex), dependent of the MIC.