Latin America and the Caribbean has a new brand to attract more investment, tourism and a greater global presence

The new global brand of Latin America and the Caribbean is ready. Following a successful call for proposals with over 500 applications and a co-creation exercise with 5 finalist groups in São Paulo, Brazil, CAF - the development bank of Latin America and the Caribbean - presented the image selected by a jury after the participation of more than 2,000 people from across the region.

The image presented by “Ana Belén Arregui (Ecuador), Alejandro Muñoz Bottas (Ecuador), and Jean Nicolas Guerreiro (Brazil)” was the winner, meeting the criteria of conceptual development and relevance, identification with the region, adaptability, flexibility, and versatility. It encompasses all the necessary conditions to represent Latin America and the Caribbean in the global context, according to the jury composed of Adriana Barbosa, CEO of Pretahub; Claudia Casarino, visual artist; Gustavo Santos, Regional Director for the Americas at UN Tourism; Karina Salguero, Vice President of the Ibero-American Design Association; Sergio Díaz-Granados, Executive President of CAF; Tere Chad, artist and curator of NeoNorte 5.0; and Terri-Karelle Johnson, writer, TV host, and influencer.

The logo stands out for its concept of unity and integration in a region with more than 650 million people from 33 countries, over 400 ethnic groups, and 450 languages.

“This new image represents the essence of what unites us and will help the region amplify its voice on the international stage. This will contribute to promoting investments, encouraging tourism, and enhancing the region’s projection as a solution provider. The Regional Brand is a great opportunity, and thus, in CAF’s role as the development bank for the entire region, we fulfill the function of facilitating meeting points and will continue to support the creation of alliances with public, private, and civil society organizations to position Latin America and the Caribbean as a region of progress and global solutions,” stated Sergio Díaz-Granados, Executive President of CAF.

The goal of this initiative, through the new brand of Latin America and the Caribbean, is to position it as a region of solutions to the challenges of climate change; to strengthen the agro-industrial sector; to promote tourism; to encourage intra-regional trade; to boost cultural and creative industries; to leverage the opportunity represented by Latinos around the world; and to promote impactful initiatives that also generate visibility and are relevant on the global stage.

The presentation of the regional brand took place at an event organized by CAF in collaboration with UN Tourism at the library of the Memorial of Latin America, a space that uniquely symbolizes the cultural richness of the region, the integration of its countries, and the opportunities to create a greater impact on the international agenda. The event was attended by CAF Executive President Sergio Díaz-Granados; UN Tourism Regional Director for the Americas Gustavo Santos; President of the Memorial of Latin America Foundation Pedro Mastrobuono; Executive Director of Marca País Chile Rossana Dresdner; artist and curator of NeoNorte 5.0 Tere Chad; Millicom Executive Vice President of External Affairs Karim Lesina; and sculptor, painter, and photographer Claudia Casarino, among others.

During the event, representatives from the private sector and the cultural sector of the region discussed the competitive advantages of Latin America and the Caribbean as a destination for tourism and investments, the opportunities generated by the cultural diversity of our countries to create a unique identity for the region, and the potential of creative industries to drive economic growth.