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New Country Brand for Paraguay by Alejandro Rebull
 

before

after

Noted Apr. 1, 2019 by Armin

Industry / Government Tags /

About

“Paraguay is a country of remarkable contrasts: it’s rustic and sophisticated; it’s extremely poor and obscenely wealthy; it boasts exotic natural reserves and massive human-made dams; it is a place where horses and carts pull up alongside Mercedes-Benz vehicles, artisans’ workshops abut glitzy shopping centers, and Jesuit ruins in rural villages lie just a few kilometers from sophisticated colonial towns. The steamy subtropical Atlantic Forest of the east is a stark contrast to the dry, spiny wilderness of the Chaco, the location of the isolated Mennonite colonies.” (Lonely Planet)

Note: This is a “country brand”, it’s not tourism, it’s to represent the country as a whole.

Design by

Alejandro Rebull (Asuncion, Paraguay)

Related links

Contest home page
2017 Brand New Review

Images (opinion after)
New Country Brand for Paraguay by Alejandro Rebull
Logo.
New Country Brand for Paraguay by Alejandro Rebull
“Paraguay is Y”.
New Country Brand for Paraguay by Alejandro Rebull
Different etymologies of what Paraguay means, all revolving around “Y”, which means water in Guarani.
New Country Brand for Paraguay by Alejandro Rebull
Logo development, based on the shape of Paraguay on the map.
New Country Brand for Paraguay by Alejandro Rebull
New Country Brand for Paraguay by Alejandro Rebull
Logo variations.
New Country Brand for Paraguay by Alejandro Rebull
Colors.
New Country Brand for Paraguay by Alejandro Rebull
Pencils.
New Country Brand for Paraguay by Alejandro Rebull
Livery.
New Country Brand for Paraguay by Alejandro Rebull
How it compares to other South and Central America country brands.
Logo presentation (in Spanish).
Opinion

I really disliked the old logo, not so much the icon, which was generic and fine, but the wordmark which had a horrible geometric approach. Despite my personal distaste for it, it was peculiar enough that I do think it could have lasted for a long time and I’m really surprised they are giving up on it so quickly. The new logo has an interesting concept in using a “Y” as the representation for the country: It means water in Guarani, one of the official languages of Paraguay, and since the country’s name ends in that letter, it also has a certain mnemonic effect. The problem is the execution, with a rather awkward holding shape and not a very elegant “y” counter shape. It’s simple, I’ll give it that, but it’s not entirely pleasant to look at. The wordmark, which I’m guessing is a font — that I wouldn’t buy — has that annoying effect of half round half angled parts. The applications, which is understandable they are not fully fledged yet, are not very inspiring nor givers of hope that this could eventually be a good identity. The most interesting part about this project is the comparison to other country brands in South and Central America — they are, um, colorful. Oh, and yeah, this was a contest so… indignity and all that.

Thanks to Logos Argentina for the tip.

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Logo Before & After
Sample Application

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