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“Vendetta for this V”

New Logo for El Salvador by Interbrand

El Salvador, officially the Republic of El Salvador (Spanish: República de El Salvador, literally “Republic of The Savior”), is the smallest and the most densely populated country in Central America. El Salvador’s capital and largest city is San Salvador. As of 2015, the country had a population of approximately 6.38 million, consisting largely of Mestizos of European and Indigenous American descent. […] As of 2010, El Salvador ranks 12th among Latin American countries in terms of the Human Development Index and fourth in Central America (behind Panama, Costa Rica, and Belize) due in part to ongoing rapid industrialisation.” (Wikipedia)

This country brand is spearheaded by the Government of the Republic of El Salvador and PROESA (Organismo Promotor de Exportaciones e Inversiones de El Salvador). It’s not a tourism brand or a business development brand.

Design by

Related links
Interbrand project page
Interbrand news page
PROESA news page

Relevant quote
El Salvador needed a common identity that would foster a collective understanding among its people, inside and outside its borders. This visual identity was conceived around the concept that “El Salvador is the place where everything converges, germinates, and amplifies.” The different illustrations that make up the identity communicate the multiple dimensions that are a part of the Salvadoran identity: Economic, historic, geographic, and social. The “V” in the logo is the meeting point, where a diversity of natural and cultural riches explodes outwards and expands with vital force—expressing the surprises the country can offer, and the infinite variety of experiences therein.

Images (opinion after)

New Logo for El Salvador by Interbrand
Logo with tagline, “Great like our people”.
New Logo for El Salvador by Interbrand

New Logo for El Salvador by Interbrand
Logo with illustrations.
Logo introduction. In Spanish and long but worth a look as there is plenty of animation. Around the 1:45 mark you might want to punch the video in the face for what they did to the wordmark.
Booth at an expo. Can you spot the mistake in the still image before hitting play?

At first glance this is an attractive, festive logo. It has a great feature in that the “V” is almost right smack in the center, so it creates a strong focal point. Closer inspection, though, reveals some major awkwardness, primarily in what they have done to the wordmark. In an effort to customize it — instead of just using the perfectly acceptable sans serif they had at some point (as seen in the video) — most of the letters have been deformed in very unflattering ways, from the way the “L”s lift up, to the asymmetric “A”s, to the bowed “V”, and all the way to the extra curly ”R”. So, yeah, only the “E” makes sense. The idea of emanating doodads from the “V” is cool and the finished logo looks jubilant but the bits and pieces are maybe too abstract for their own good. At the 3:00 mark of the video, the pieces are explained but, c’mon… no. The extension of the icon into bigger illustrations is the best part. Overall, a good effort but the wordmark is too much of a turn-off for me.