LA PAZ – The new logo that accompanies Bolivia’s brand “La Paz, city of heaven” aims to surprise the world by showing the country’s capital as a mixture of modernity and tradition of a population that keeps on innovating while maintaining its cultural roots.
The logo, which depicts the mountains that surround the administrative capital of Bolivia and its swarm of steep streets, was launched on Monday at an event combining the most modern audiovisual effects with the folklore and traditional cuisine of La Paz.
La Paz Mayor Luis Revilla said that the goal was to fuse the ancestral roots of a city almost five centuries old with the modernity of a unique city of about 1 million inhabitants, located in an Andes canyon at an altitude of about 3,500 meters (11,483 feet).
The slogan was chosen a few months ago in a public consultation and is now accompanied by a logo that, combined, invites others “to go up to the city of heaven” through streets that “scale to infinity” and where “everything leaves you breathless,” according to the promotional video played during its presentation.
Both the slogan and the logo were selected in a campaign in which the Pompeu Fabra University in Barcelona collaborated, with the contribution of brand expert Jordi Torres and other specialists.
Torres said they found that La Paz is less known to the world than other cities in South America and that its image is different from its reality. So the challenge now is to surprise the world with its innovative character that at the same time respects its origins, the traditional culture and the nature that surrounds it.
The aim is to attract both tourism and investors, according to the La Paz city government and the Bolivian Catholic University, which helped in the process of creating the brand and logo.
This brand is compatible with “La Paz Maravillosa,” a definition that the city holds after winning a world contest in 2014 organized by the New 7 Wonders Foundation and chosen from more than 1,200 cities.