Brand design agency Interbrand has designed a visual identity for Central American nation El Salvador, creating a vibrant illustration-based marque conveying the country’s “cultural riches”.
Working with PROESA, the exports and investment promotion agency of El Salvador, Interbrand aimed to exemplify the small nation’s qualities to its own inhabitants, but also outwardly. It is the smallest country in Central America but according to Interbrand has rapidly overtaken its neighbours in infrastructure and development in the last ten years, so the idea of the rebrand was to represent the “new face” of the nation.
Based around the idea that “El Salvador is the place where everything converges, germinates, and amplifies”, the identity is comprised of flat, block colour illustrations of myriad icons of the country. Everything from a volcano to a church, factory skyscrapers, birds and palm trees are featured, which Interbrand says communicate the “multiple dimensions that are part of a Salvadoran identity: Economic, historic, geographic, and social”.
These converge on the central anchor of the wordmark, the ‘V’, “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.”
- Helen Eunhwa Oh’s vivid illustrations draw the eccentricities from everyday life
- Diane Deschenaux’s abstract images explore Switzerland's farming industry
- Is postgraduate study right for you? A handy guide to help you decide
- Jan Novák’s conceptual typefaces and identities are both functional and clear
- Parisian studio Akatre on their music video for Grand Yellow
- Max Baitinger’s comic Birgit illustrates the ballsy decision to quit your job
- Alex Norris’ hilarious three-panelled webcomics are universally appealing
- Pigalle, Ill-Studio and Nike have redesigned the Paris Duperré basketball court
- Leipzig graphic design studio Lamm & Kirch on their shared ethos
- Instagram co-founder Mike Krieger on how to stand out
- From Lemon Twigs to Laura Marling: Hollie Fernando’s painterly photography folio
- Why materials matter: Seetal Solanki on the Grenfell Tower tragedy