We used colors reflective of the Americas to define the brand, and overlapped the country outlines to create a new logo that shows the merging of ideas and cultures and the connections made during the festival. Numerous logo formats were generated to provide flexibility across a wide variety of uses. We took a clean and simple approach with typography, to help with dual language readability. The assets created provided a dynamic library of visuals, which generated excitement surrounding the two-week period of events. The colorful campaign included street banners, window signage, event graphics, advertising and merchandise to express the energy of the event and showcase the new brand. The bold graphics captured attention and signified where activities were held.
