Branding Visit Argentina
Discover
Argentina
a country
a destination
ARGENTINA, DESTINATION BRAND
Working on a new identity for Argentine tourism is a challenging and satisfying assignment. Side by side with the team of the Instituto Nacional de Promoción Turística (INPROTUR), we work on the creation of a brand for the tourism development of Argentina. Designed to promote the country as an international destination with many attractions. The brand needed to be flexible enough to be implemented in different contexts, and the message had to be able to build and project a robust and attractive image.
The central focus of our work was to determine, in a global context, the meaning of "Argentina, an exceptional country". How is it different from other tourist destinations? What competitive advantage can Argentine tourism claim while competing with other places?
Visit Argentina was relaunched with new energy and new objectives. We work on redefining values, developing a renewed brand narrative, and creating a new visual language. The goal was to capture the essence of Argentina's tourism offer and open it to the world through an inspiring, versatile and attractive brand expression.
ARGENTINA, TOURISM BRANDING
The role of the new sign is decisive in expressing the change in the essence and narrative of the brand. Diversity, sustainability, and the multiplicity of offers are represented by the simple shape and organic movement that symbolizes infinity. Argentina is an exceptional country. Extension, variety, and contrasts are its distinctive characteristics. Culture, myths, legends, nature, climates, landscapes, architecture, gastronomy, the warmth of its people, avant-garde, and tradition; make up the tourist experience proposed by the new brand promise.
The infinite, some binoculars, some wheels, a bicycle, some waves, and some attentive eyes of our people, represent the plurality of options. We reinforce this idea with the initials of the brand "V" and "A" which form opposite arrows that invite you to explore the immensity of a country that expands from north to south.
“If space is infinite, we are at any point in space. If time is infinite, we are at any point in time”.
Jorge Luis Borges
ARGENTINA, PLACE BRANDING
For the logo, we developed a personalized version of the Quicksand typeface, adapting the shape of the different letters of the words "Visit Argentina" to create a unique and distinctive personality. We design graphic tools to define the visual language. Inspiring images and horizontal and vertical shapes merge to create a holistic, simple, and visually stimulating brand identity.
The project was completed with a comprehensive corporate design that included the development of a user manual for the new graphic system. As a unifying element, the new brand helps to communicate Argentina more cohesively.
Tholön + Visit Argentina
Brand
design
Branding
Logo Design
Visual Identity
Developing a destination brand can help improve people's positive perceptions of cities, regions, and countries. It is about articulating differential values and amplifying them to achieve maximum empathy. The destination brand is driven by three main factors: reputation, identity, and perception. We work on the impact this brand can have on its environment, including tourism, the economy, local pride, and reputation.
We use our design expertise to develop a visual system that fuels emotion, projects brand culture, and creates value. We work alongside the client to truly understand their goals and nuances. Visit Argentina attracts visitors by promoting the specific and differential characteristics of Argentina as a tourist destination. After an in-depth analysis, we developed the base of the strategic narrative positioning Argentina as a destination focused on the possible diversity of experiences.
We are proud to have contributed to the challenge of developing Argentina's tourism brand, helping in the process of positioning the country as a unique tourist destination.
Branding Visit Argentina
Discover
Argentina
a country
a destination
ARGENTINA, DESTINATION BRAND
Working on a new identity for Argentine tourism is a challenging and satisfying assignment. Side by side with the team of the Instituto Nacional de Promoción Turística (INPROTUR), we work on the creation of a brand for the tourism development of Argentina. Designed to promote the country as an international destination with many attractions. The brand needed to be flexible enough to be implemented in different contexts, and the message had to be able to build and project a robust and attractive image.
The central focus of our work was to determine, in a global context, the meaning of "Argentina, an exceptional country". How is it different from other tourist destinations? What competitive advantage can Argentine tourism claim while competing with other places?
Visit Argentina was relaunched with new energy and new objectives. We work on redefining values, developing a renewed brand narrative, and creating a new visual language. The goal was to capture the essence of Argentina's tourism offer and open it to the world through an inspiring, versatile and attractive brand expression.
ARGENTINA, TOURISM BRANDING
The role of the new sign is decisive in expressing the change in the essence and narrative of the brand. Diversity, sustainability, and the multiplicity of offers are represented by the simple shape and organic movement that symbolizes infinity. Argentina is an exceptional country. Extension, variety, and contrasts are its distinctive characteristics. Culture, myths, legends, nature, climates, landscapes, architecture, gastronomy, the warmth of its people, avant-garde, and tradition; make up the tourist experience proposed by the new brand promise.
The infinite, some binoculars, some wheels, a bicycle, some waves, and some attentive eyes of our people, represent the plurality of options. We reinforce this idea with the initials of the brand "V" and "A" which form opposite arrows that invite you to explore the immensity of a country that expands from north to south.
“If space is infinite, we are at any point in space. If time is infinite, we are at any point in time”.
Jorge Luis Borges
ARGENTINA, PLACE BRANDING
For the logo, we developed a personalized version of the Quicksand typeface, adapting the shape of the different letters of the words "Visit Argentina" to create a unique and distinctive personality. We design graphic tools to define the visual language. Inspiring images and horizontal and vertical shapes merge to create a holistic, simple, and visually stimulating brand identity.
The project was completed with a comprehensive corporate design that included the development of a user manual for the new graphic system. As a unifying element, the new brand helps to communicate Argentina more cohesively.
Tholön + Visit Argentina
Brand
design
Branding
Logo Design
Visual Identity
Developing a destination brand can help improve people's positive perceptions of cities, regions, and countries. It is about articulating differential values and amplifying them to achieve maximum empathy. The destination brand is driven by three main factors: reputation, identity, and perception. We work on the impact this brand can have on its environment, including tourism, the economy, local pride, and reputation.
We use our design expertise to develop a visual system that fuels emotion, projects brand culture, and creates value. We work alongside the client to truly understand their goals and nuances. Visit Argentina attracts visitors by promoting the specific and differential characteristics of Argentina as a tourist destination. After an in-depth analysis, we developed the base of the strategic narrative positioning Argentina as a destination focused on the possible diversity of experiences.
We are proud to have contributed to the challenge of developing Argentina's tourism brand, helping in the process of positioning the country as a unique tourist destination.