Rebranding a country: El Salvador's national identity by Interbrand

Date
19 April 2017
Above

Interbrand: El Salvador rebrand

Brand design agency Interbrand has designed a visual identity for Central American nation El Salvador, creating a vibrant illustration-based marque conveying the country’s “cultural riches”.

Working with PROESA, the exports and investment promotion agency of El Salvador, Interbrand aimed to exemplify the small nation’s qualities to its own inhabitants, but also outwardly. It is the smallest country in Central America but according to Interbrand has rapidly overtaken its neighbours in infrastructure and development in the last ten years, so the idea of the rebrand was to represent the “new face” of the nation.

Based around the idea that “El Salvador is the place where everything converges, germinates, and amplifies”, the identity is comprised of flat, block colour illustrations of myriad icons of the country. Everything from a volcano to a church, factory skyscrapers, birds and palm trees are featured, which Interbrand says communicate the “multiple dimensions that are part of a Salvadoran identity: Economic, historic, geographic, and social”.

These converge on the central anchor of the wordmark, the ‘V’, “where a diversity of natural and cultural riches explodes outwards and expands with vital force – expressing the surprises the country can offer, and the infinite variety of experiences therein.”

Above

Interbrand: El Salvador rebrand

Above

Interbrand: El Salvador rebrand

Above

Interbrand: El Salvador rebrand

Above

Interbrand: El Salvador rebrand

Share Article

Further Info

About the Author

Jenny Brewer

Jenny oversees our editorial output across work, news and features. She was previously It’s Nice That's news editor. Get in touch with any big creative stories, tips, pitches, news and opinions, or questions about all things editorial.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.