Passion drives Colombians. It is the source of the intensity and bravura with which we tackle everything we do. We do it all with passion, Colombia’s most precious raw material.
A positive vision of the country begins at home. Each person is capable of projecting the country-image he or she wishes. That is why Colombia is Passion wants for each citizen to be an accurate representation of the national identity; being at one with that noble heart, telling the world about the good our passion brings.
Not just a brand, Colombia is Passion is fast becoming a cultural identity, an emotion that all Colombians understand as belonging to a socially and culturally cohesive group. It has also become the engine that drives us to give our very best to the country. Furthermore, it is becoming a symbol for the quality Colombia has to offer the world.
To gain the international recognition established icons like Japan’s rising sun and Canada’s maple leaf have, with the hope of promoting this amazing but little known aspect of our country.
Rebrand Colombia in a way that closes the gap between perception and reality in order to have a single image that will attract investment, exports, and tourism.
We needed to find something that makes us unique, a trait that sets us apart providing a precise departure point. We wanted to solidify an idiosyncrasy the world could recognize us for.
The concept highlights Colombia’s most outstanding quality; its people. It is the source of that fervor, resourcefulness and resilience that characterizes us. Passion unites us and makes us Colombian. We never fake it, it is a natural & essential part of our DNA. It is the bewitching combination of happiness, surrealism, hospitality and creativity that only Colombians posses.
The flames crowing the heart represent fervor, resourcefulness and resilience in Colombian hearts. Flowing, heavy-set strokes outline a beating heart. United, they become a symbol of everything about a Colombian heart, our greatest asset.
A modern, dynamic and versatile logo combining the red hot fervor and passion that only Colombians know how to bring.
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