Peru Brands Itself

Peru officially launched a brand for the country, by stringing its new logo across the front entrance of the New York Stock Exchange. Gone are the old logo and slogan, “Land of the Incas.” In its place is a new identity developed by the British firm, FutureBrand, which also created Australia’s country brand in 2003.

The adoption of the spiral letter “P” wordmark represents the country’s bold move toward raising its identity internationally, not just as a tourist destination, but as the source of a broad line of export goods.

“The brand is not just a decoration; it’s a tool,” says Isabella Falco, director of PromPeru, short for Peruvian Export and Tourism Promotion Board. The hope is that the logo will be used on labels and tags on Peru’s exported goods to raise global consciousness of just how many products hail from that Latin American nation. According to Jose Luis Silva, president of Peru’s exporters association, ADEX, “3,000 Peruvian products or more are on the tables of consumers throughout the world. We need to put the brand on all these products.”