Tourism Minister David Collado, the general coordinator of the country brand project, announced a contest (Una oportunidad para todos) for a new country brand logo in response to complaints that the first logo was not an original. Last year advertising and design school students are invited to participate.
“Regarding the logo, for us it is unacceptable to continue with a logo that damages our image as part of the country brand strategy and that is why together with the private sector we will be holding a contest to choose the logo that will complement the country brand,” said Collado during a press conference on Monday, 26 October 2020.
Last week, President Luis Abinader launched the country brand created by a consortium made up by Dominican company Kraneo of Miguel Alfonseca and Beker, a Mexican agency.
While the general strategy met with approval, in less than 24 hours there were reports and evidence of a logo by a Russian artist with marked similarities to the chosen logo. The typography seemed to be mirrored and the colors changed. Beker, the contractors for the design and development of the logo, insisted the design was original and attributed the similarities to creative coincidences.
The Republic of the World concept came with the now controversial logo. The National Business Council, the Association of Industries of the Dominican Republic, Dominican Association of Free Zones and Dominican Association of Exporters have backed the campaign and the new slogan.
The new country brand was launched to unite the Dominican Republic and galvanize everyone in the same direction. Its focus is on the word “republic”: “The Dominican Republic, the republic of republics, the Republic of the World.”
Tourism Minister David Collado, who was named the government effort coordinator is motivating young people to come up with a new logo. He announced a competition for young people to present alternatives. The winner will get RD$3 million and support to start-up an advertising agency operation. The runner up will receive RD$1 million and free consulting by the commission that would review the proposals.
The Republic of World country brand cost the country upwards of RD$32 million paid by the Medina administration and millions more for launching the new country brand.
Nevertheless, on Monday, Pro Dominicana (CEI-RD), the local export and investment agency that spearheaded the country brand project, announced it will sue Beker for the conflict the logo has brought.
Present for the announcement of the competition for a new logo in addition to Tourism Minister David Collado were: Rafael Blanco, who is an honorary advisor to the Tourism Minister; Ligia Bonetti, private sector coordinator of the country brand project; and private sector members of the country brand project Carlos José Martí, Luciano Carrillo, Héctor José Rizek, Juan Vicini Lluberes, Roberto Herrera, Manuel Pozo Perelló and Cirse Almanzar Melgen.
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