The brand that will project the region to the world

The region that concentrates half of the Earth's biodiversity, has a lung that absorbs 30% of global pollution, possesses the energy the planet needs and is recognized for the vibrant multiculturalism of its 650 million inhabitants, already has a brand that will identify it to the world.

This image of Latin America and the Caribbean (LAC) was the result of a process promoted by CAF -development bank of Latin America and the Caribbean-, in which more than 2,000 people from the region participated. After a call for more than 500 applications, a co-creation exercise was carried out with five groups of finalists in São Paulo (Brazil), the result of which was the choice of the Region Brand design presented by the Ecuadorian creators Ana Belén Arregui and Alejandro Muñoz Bottas, and the Brazilian Jean Nicolas Guerreiro.

As they explained, the Greek Y in the rectangle represents unity and the colors, flags, diversity of resources and multiculturalism.

The choice was made by a jury composed of Adriana Barbosa, CEO of Pretahub; Claudia Casarino, visual artist; Gustavo Santos, regional director for the Americas of UN Tourism; Karina Salguero, vice president of the Ibero-American Design Association; Tere Chad, artist and curator of NeoNorte 5.0; Terri-Karelle Johnson, writer, TV presenter and influencer; and Sergio Díaz-Granados, executive president of CAF.

"This new image represents the feeling of what unites us, and will help the region strengthen its voice on the international stage. This will help promote investment, encourage tourism and enhance the region's projection as a solution region," said Díaz-Granados at the presentation ceremony in São Paulo.

The Region Brand also seeks to boost agriculture and the capacity to meet the food demand of a global population; strengthen exports from the area; promote intra-regional trade; promote cultural and creative industries; take advantage of the opportunity that Latin Americans and Caribbean people represent around the world; and promote initiatives that generate impact and visibility on the global stage.

The image was recently presented at the International Tourism Fair (Fitur), in Spain, and at the International Forum of Latin America and the Caribbean, held in Panama. There, Gustavo Santos emphasized: "This is not just a brand, it is a statement of identity. LAC is not just a region, it is the planet's reservoir of sustainability and emotionality".

In Panama, CAF and UN Tourism invited the countries of the region to adopt and use the Region Brand in their international promotion strategies. "This appropriation will be fundamental for its success," said Oscar Rueda, CAF's Director of Tourism.