The Ministry of Foreign Trade (COMEX), the Costa Rican Tourism Institute (ICT), the Foreign Trade Promoter (PROCOMER) and the Costa Rican Coalition for Development Initiatives (CINDE) revealed the brand new country to be used as a tool for positioning, differentiation and competitiveness of Costa Rica to potential investors, tourists and international buyers of Costa Rican products.
According to Foreign Trade Minister, Anabel González “this new brand country, well positioned and managed, will allow us to express a central idea and consistently articulated the country, differentiating it from its competitors. This is key to enhancing management attracting foreign direct investment, promoting exports and tourism.”(Google Translated)
The company FutureBrand designed the brand to embody the attributes of authenticity, value, concentration (of services and biodiversity) and national pride.
The logo's shades of green draw on Costa Rica's reputation as a guardian of its natural resources and biodiversity. The font's bold letters and casual script above are meant to convey Ticos' friendly, open demeanor but also the strength and stability of its political institutions and democratic tradition.
Images (opinion after)
Well… you know. It doesn't suck entirely. But, good golly, it's so generic as to pass for a laundry detergent logo. I know some have asked me in the comments to be less snarky and more constructive, but when given fish in a barrel…