Bogota is the addition of various attributes, values and strengths which define the city. The system created by Misty Wells strengthens different variables of the brand by using the plus + symbol which means greatness, adding, diversity, growth and optimism.

 

Due to the importance of the plus and its meaning the logo created was the use of the word Bogota including the global known plus symbol (+) as a replacement of the (T). The plus symbol is made up of five different modules which represent the five brand values (plus, integration, adding, diversity and positive) as well as being a basic model for graphic and communication development. 

 

The plus symbol was chosen not because of its originality but because of it being global. Due to its mathematical connotation the plus is known in different cultures and languages which makes its identification and recognition much easier. 

Due to the nature of the brand and to its flexibility, the same thing will happen with the color range. Colors may be adjusted according to the esthetic requirements of the piece to be created (internet, poster, flyer, etc.) and its target. Now we will show some color examples and possible theme associations with them, however if the piece requires a color that is not mentioned it can still be used.

 

• Green: Environment, ecology, conscience, nature, hope.

• Red: Passion, love, entrepreneurship, positive, affirmative.

• Blue: Movement, progress, technology.

• Ochre: sober, elegant, sophisticated, exquisite.

• Intense colors: fun, joy, impact, modernity.

• Pale Colors: tranquility, welfare, health, innocence.