Bogota’s Brand is more than a publicity slogan, it is a visual system that contains a versatile structure that will allow the design of diverse pieces that will reflect the city’s attributes. The brand itself is a communication instrument for the allies.

 

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. 

 

The visual identity system:

 

The visual identity system made up by the word Bogota integrated with figurative or abstract elements according to the concept of the brand of being simple and understandable.

 

The system can be adapted according to the needs or targets and the media in which it will be used. Due to its nature, the system’s flexibility is focused on being an efficient way of communicating to all kinds of audiences that come from a wide range of cultural, economic and productive sectors. 

 

Bogota’s brand will satisfy communicative expectations from a diverse group of people and therefore it must be versatile, flexible, and dynamic, creating a sense of belonging.  The brand must be applied effectively both local and globally. 

 

How was the brand selected?

For the selection of Bogota’s brand and its visual identity system, there was a bid in which 12 well-known firms participated from which 8 met the standards required. 

 

Each firm presented 2 proposals that were analyzed by a jury composed by 5 national experts: Xavier Bermúdez, director of the International Biennial of the Cartel in Mexico; Pastora Correa, dean of the graphic design faculty in Jorge Tadeo Lozano University; Camilo Pradilla,creative president of Pradilla Compañía Creativa; Orlando Beltrán, graphic design professor in Jorge Tadeo Lozano University; Catalina Quijano, professor  of the Design Department in Andes University.

The jury studied the results of a series of focus groups held by the firm Ipsos Napoleón Franco with people from:

• Tourist sector (restaurants, hotels, bars, travel agencies).

• Business sector (businessmen)

• Culture sector (artists, actors, writers and cultural promoters).

• Media sector (journalists, columnists, radial and television directors)

• Young entrepreneurs (25 to 35 years old with their own business)

• Housewives or home leaders between 30 and 45 years old from an average social and economic class.

 

The jury chose Misty Wells & Zea Asociados’ proposal because “it has a positive and participative attitude that enlarges, adds and integrates the strengths of Bogota as well as aspirations expressed by the residents during the process. The option selected stands for its clarity and simplicity in the presentation of the concept which offers a system that may be applied easily and offers numberless possibilities”.

 

How to obtain the license to use the visual identity system for the Bogota Brand?

Anyone interested in using the brand and its visual identity system must go to the Chamber of Commerce of Bogota, the District’s Institute of Tourism (IDT) and Invest in Bogota, who are in charge of giving out the licenses completely free if the asking person or entity meets the following standards:  

o According to the agreement of the use conditions of the products

o To create positive associations according to what was stablished in the city marketing strategy

o Should adjust to what is established in the Manual of the Visual Identity System of Bogota’s brand.  

 

• The District’s Institute of Tourism has the mission of placing Bogota as a sustainable tourist destination through projects destined for promoting and marketing Bogota as a better city to live and to visit. 

 

• The Chamber of Commerce of Bogota represents the private business sector of the city which is strongly committed in placing the city internationally as a business hub.   

 

• Invest in Bogota is the promotion agency for Bogota which main role is to articulate and promote new and existent projects that are focused in the city’s values and strengths related on business, investment, culture, creativity and sustainability. 

 

Contact us: 

Instituto Distrital de Turismo

www.bogotaturismo.gov.co

Address: Calle 70 No. 7 - 40 

Phone: 2170711

 

Cámara de Comercio de Bogotá

www.ccb.org.co

Address: Avenida Eldorado No 68D-35

Phone: 5941000

 

Invest in Bogota

www.investinbogota.org 

Address: Carrera 7ª No. 71 – 21 Torre B Oficina 901

Phone: 7423030