"The project started in 2009, aiming to take advantage of the country’s growth and crescent performance in matters of investment, exports and tourism.
FutureBrand worked on Peru’s new positioning statement looking for making visible the country’s multifaceted richness, its specialized patrimony and the captivating halo that results of the combination of people, grounds, climates, goods, opportunities.
Visually, the spiral form that the “P” has evokes one of the graphic motives present in all the cultures born in Peru’s land that represents evolution, change, transformation. It also refers to a fingerprint, in line with the concept that “there is a Peru for each one”.
Also, the use of a handwritten typography, creating a logotype from a single line: because in Peru people trace their own path based on their particular interests.”