The national image in the world will begin to be represented by a new logo of the “Argentina Country Brand”, with the intention of promoting products, cultural activities and the main tourist centers, in an adverse context due to the restrictions that are still maintained by the coronavirus pandemic.
Through the Decree 460/202, published this Thursday in the Official Gazette, “the ‘Argentine Country Brand’ was established as the Official Brand of the Argentine Republic, with a view to the regularization and standardization of the national image in the world.”
The regulations specified that the application of the “Argentine Country Brand” will be governed by the Manual of Use of the Argentine Country Brand and the Regulations of the Argentine Country Brand, which must be approved by the Ministry of Tourism and Sports.
Likewise, the decree promotes the creation of Interministerial Committee for the Argentine Country Brand, which will develop and implement the national identity strategy “for international positioning, the promotion of tourism, culture, Argentine talent and exports, and the promotion of direct foreign investment.”
This committee will be made up of a representative from the Ministry of Tourism and Sports, one from the Ministry of Foreign Affairs and one from the Secretariat of Media and Communication.
There will also be a representative of the Argentine Foundation for the Promotion of Investments and International Trade.
The Committee will be chaired by the representative of the Ministry of Tourism and Sports and its tasks will be coordinated by that portfolio, which will also be in charge of “the technical, administrative and operational management of the Argentine Country Brand.
Precisely, the decree indicated that the ministry headed by Matías Lammens “will dictate the operational, clarifying and complementary regulations that are necessary for the best compliance” of the national brand.
The country brand is a graphic system used by governments to unify the national image abroad. Argentina has its own visual identity that has been changing since the 90s.
The country brand is used to promote national cultural products and actions in the future, essential for international trade.
In the foundations of the decree, the importance of the Argentine Country Brand was highlighted in view of the need to have an image that “represents national values, taking into consideration the citizen consensus and thus having a local and international strategic projection that results in the development and growth of the country “.
From the late 1990s to 2005, the Argentine tourism agency used different emblems for tourism purposes. In 2004, for the first time, the need for a country brand was defined, beyond ideologies, political parties or governments.
It was from that moment that the bases and principles of the Argentine Country Brand were created.
At the beginning of this year the scope of the Country Brand Strategy, for which different sectors were summoned to participate in work tables, and a diagnostic stage, where national and international studies, investigations and surveys were carried out.
In addition, professionals from the design area of the organizations that make up the Country Brand Interministerial Table worked on five logo design proposals, which were analyzed by designers Ricardo Rousselot, Cristian Mohaded, Carlos Venancio and designers Mónica Pujol, Julieta Ulanovsky and Anabella Rondina.
Multisectoral references also participated in the selection, such as the cook and entrepreneur Narda Lepes, the musician Gustavo Santaolalla, Vicente Campenni (INVAP), Graciela Ciccia (Grupo Insud, CONICET, UIA), José Zuccardi (Corporación Vitivinícola Argentina), Aldo Elías (Argentine Chamber of Tourism), Pablo Ceriani (Aerolineas Argentinas) and Natalia Bayona (World Tourism Organization).
Then it was decided that two proposals selected by the jury be submitted to a vote through the internet and that is why now progress is being made in their launch through this decree.