Marca Colombia Country:
between passion and pressure
Is a beet? A hypertrophied heart muscle? Does the rear Marilyn Monroe swagger? Does the common abstraction (and consumption) of the Easter Bunny? No! It is the realization of 'expert' (if you declare a label with signature source unknown) David Lightle ...
And whatever that entails (all but local identity) Proexport embutírnoslo just a way of Colombian trade insignia. As obvious as the zoological species in which Goofy enrolls, the recently published country-brand promotes a genuine controversy, and although I have to decide what game less indigenous to it (if the lone question mark anglica accompanying the sentence is passion! ", the ambiguous concept of passion as such, or the allegorical figure bullfighting 'bleeding' Heart of Jesus), I join without hesitation to malquerientes.
Whatever they say in Proexport (where when you find out about it, "copiapegan" lack of response to custom, a multipurpose electronic message and information gratitude artificial rubber-stamping the Web site) is a burlesque absurdity a Brand-Country Made in USA . Cloying that the logo or sign maker who will carry the products of our industry, which takes as its emblem to a coterie of creative picture they want to. Our
was commonplace and surveys Rigged has seen the absurdity becomes popular to competitive armor (unusual mental condition that induces virus-infected appear to be used every two seconds in his speech the word "shield" and "competitiveness" to feel chic), this condition threatens to wreck the society in a sea of \u200b\u200bquackery becoming increasingly incompetent and unfriendly. Consequently, it is incumbent on those who disagree strongly, without vehemence or circumlocution. Enough already let us turn into tiny units of a sheet, or infinitesimal fraction of GDP. All this ploy Mark-country, despite its noble view, exhale propaganda illegal, or because it relies subliminal image graph to support an eventual political party (for some insane momentum every time I mention their satellite slogan "Colombia is Passion" in my cranial cavity rattles the refrain " All the re-election "and even, if I examine in detail the reason U glimpse two letters overlapping), or because the question that curling of the focus group (which started the project) composed of 400 Colombians, who during a year of hard propped up the national mood condensation in two-dimensional structure. Curious, mmm ... if we are 44 million shoots of the country, the impressions of each of the 400 surveyed encompassed those of 110,000 (one hundred and ten thousand!) fellow (for what 44 million divided by 400), ah, and the event is more enticing if you also recall, for get an overview assessment, which previous research these groups also converged to the final design of the colossal crowd, the crowd of 150-well-read, one hundred and fifty!, consummate foreign performers, suitable custodians of the assessments on Colombia and Colombians are the other six billion earthlings who occupy the planet. This corresponds to a reliable state- statistic close to one hundred percent will argue in Proexport-that the verdict of each of those 150 all-wise summed foreign clarified the 40 million people (as inferred from shared six billion humans among 150 respondents). Anyone wishing to drop
an incredulous chuckle do it with confidence. Account
lore around the funeral that occurred only outside the family relate fairly to the deceased, which I mention because without public favor surveys become imposed, the statistics, 'estafísticas' and consultations, but do not consult another insult. Unfortunately, since the end of the previous century, I how often verified, in university classrooms and professional environment, many designers (not just those seconded to Proexport) overlook the popular feeling, and forget that their job is harmonious only when the utility makes bridges that sets engineering and the beauty that art engenders. Many talented thinkers (most non-designers, Norman Donald verbigracia) criticize designers in their creations for neglecting the emotional contribution to the community, and refrain from conferring on the product that they call the effect "Teddy Bear" (and I "factor old shoes ": the more the wedge, the more I get attached and less want to get rid of them) which does superlatively same, of course, the image that supports the Country Brand Strategy. Needless to add that when such lack social sense, the actions of the office, then yes it becomes the name-in dogmatism, sectarian and passionate, more disheveled than design aimed at creating eyesores for some users suspected that exist only in minds of solipsism and arrogance flooded .
Thus, deprivation of consensus makes the work of David Lightle not a logo symbol, and not even a loco-symbol, but if anything an ogre-symbol, if not an ogre-Chimbolo, however, clarified, away from me mofarme of the purity of line management or chrome result reached by Lightle ("an authority on" colombianología?) with the help of celebrated Colombian teachers involved in the creative process, because such virtues have insurance. What I miss is a reference to the forests, seas, flowers, the plateau, the province of Antioquia, the coastal plain or, rather, in short, to produce butterflies, or birds, or rainbow and whose gastric final design should have been, in my belief, a lot (but a lot) more dialogue. Stated
which return the watch.
the early nineties, when they know the scope of design, equated, as many other uneducated, tinted with the lollipops which seemed to Chavo Quico (and always swallow the Chilindrina on Mexican television comedy) with the spiral tricolor (yellow, blue, red) of the late David Consuegra at that time will select the National Corporation Tourism of Colombia to the image abroad. Today, despite thirteen years of teaching and publishing proximity to such discipline in their industrial areas and graphic, I keep both my stubborn opinion as my old parallel blasphemous. It just is impossible, as a Colombian, recognize in that work of Consuegra.
Or was, until days ago when Proexport disclosed, within the framework of SU (of them, not all) nation-branding image for our nation gestated by American David Lightle (redemptive figure, its promoters claim, New Zealand, Taiwan, Thailand, Australia and other nations mired in poverty trade) under the concept of "Colombia is passion." By contrast, before this image blind, deaf and dumb (as would Shakira), and totally ineffective in my opinion to interpret the essence Colombian Consuegra spiraling suddenly transfigured sublime mirror the national soul.
And it seems, judging by the comments over sixty designers, marketers and architects (without adding or four positive) I read Web site published the magazine Proyectodiseño, who are many who experience similar shocks. The verdict is overwhelming: well-meaning despite what the strategy there is dissatisfaction and antipathy to the image Proexport funded. Many (and I'm the first) are picky about everything that is worth a profit of the word "Colombia" (although it is fortuitous that the creators of the two images glossed in these paragraphs bear David by name, rather than the gringo pronounce 'Deivid'). And I find the argument weakens if anybody else (like me) dares to open his mouth to object that the matter is beyond criticism because the design is not art. Or because I'm short of stock in the business. So great audacity. Perchance to be admissible, if the logo symbol discurriésemos about a computer company, international courier or seasoned biscuits, but when the issue involves the nation of my birth (and presumably tell the world what we as a native desire and project it The way I see myself and I want to be seen) as any city I have my share of the pie. Or is that a designer who is a Colombian who has no degree in the subject? Non-wielding outdated chauvinism, an American who tell us how we want to be seen causing itching of the most tolerant and the least nausea. In addition, there is no god unique to the design, and it is known, called God by one or other wing, has not commissioned its representatives on Earth for a possible intermediary between divine aesthetic theory and ordinary mortals. Stress point where the designers would do well to understand what has long captured the political: that the world has migrated from the representative (where I delegated my thoughts in others) to participatory (where if others are put forward as spokesmen of my opinion only can be with my direct contribution).
Who gave them the right to assume these folks of our voice? And brand (yours, mine, of all) as "passion." For mere snooping can look into a dictionary like the Royal Academy or use the thesaurus tool of a word processor that runs your computer to verify that 'passion' is a word with many synonyms and meanings. Very few positive (enthusiasm, effusion, momentum, vivacity, warmth, affection, love, appetite, desire, enthusiasm, interest) and many, many, with connotations ranging from negative to negative horribly (inflaming, passion, excitement, elation, bigotry, narrow-mindedness, rush, violence, start, anger, rage, exasperation, delirium, frenzy, madness, mania, excitement, blindness, paroxysm, preference, arbitrariness, bias, sadness, depression). Could it be that Mr. Lightle hates us and wanted to caricature in his logo symbol our national ills? (You know, promiscuity, massacres, miscellaneous offenses, crimes of passion, adultery at the horns, "and others).
However, those reading this to consider my discernment in terms of remolinitos and skulls. without speaking of big words, can calm down, I give the country mark the mercy of the doubt, it is feasible that the image in question itself reveals the national essence, as well as' The Lady of the Assassins', 'Lose is a question of method ',' First Night 'and other films portray brilliant creations reliable mode every day of every Colombian is not it, or with the same intensity that Bogota is like a village lost in the Mexican North (in the background, the pic and its theme seem to me as a result of the order of a small group of elegant ladies to head esthetician to decorate the front of his boutique in some exclusive shopping arcade). Is so full of our (what-you-mean-it) verraquera native, you understand, the word v written that it is defined in dictionaries as "weeping with rage and children continued," and deriva de verraco que es el “cerdo padre”, y que deletreado ‘berraquera’ está ausente de los lexicones donde solo asoma en su forma ‘barraquera’ que es otra forma de insinuar verraquera.
Una última cosa, mis verracos (¿cerditos chillones?) conciudadanos, todo el episodio revela que seguimos zambullidos en una sociedad donde los apellidos tradicionales de ancestro hispánico valen poco y los de raigambre exótica se cotizan en mucho. Donde chequera mata opinión y título profesional desplaza cultura ciudadana. Así, siento que vamos hacia la feria del mercado globalizado, emperifollados en ese fastuoso Marca-país (¿o Estigma-país?) acorazonado con en el cual transformed the image consultants for committing arbitrary Proexport-and work-to the revered homeland in a slut that is offered to the highest bidder, with red lips and cheap underwear.
But rest assured, madness. They (those who know) tell us that the bosquejillo will strengthen the image of Colombia in the international arena, they (authorized) bocetuelo predict that the core will become the company that brings together all the country around an ideal, and also they (the borrowers) say that this picture of a cup of boiling tomato soup motivate us all Colombians (including stateless resentful, and designate who we venture to disagree) to act and join the solution to the problem of national appearance. And they also argue (the VMA-Visual Marketing Asssociates-American firm responsibilities) that exploits ogrosímbolo of his making public the direct association between the U.S. and Colombia, tropical colors ("we continue to perpetuate perceived as a banana republic?) . After which we wonder if we have been exposed to a radiation overdose pre-FTA (Or is that please the public of nearly two hundred other nations of the world, amounting to ninety-five percent of the world population was inconsequential? ), and how no, also sedate us because they (Proexport) promise that your project will be the mother of all invitations to action (no matter how many dictionaries specify that 'passion' comes from 'passive' and 'action' does for 'active') . Moreover, as resounding proof of the veracity of its tenets they (reputable) show great responsiveness to its billion investment in advertising, according to the reception given mass, during the past week, for five or six 'passionate' citizens who have papered with the blessed image of Brand-Colombia the windows of their homes and cars.
So, gentlemen Proexport I must confess something: never previously found in the larger life of democratic altruism ever showed to me Amway, Herbalife, Travel One, humanitarian and other companies. His passionate effective presentation convinced me (why is the Bible prophecy that the meek shall inherit the earth), I wish you luck in your efforts and thank you from the heart (seriously!) For opening my eyes to the enormous opportunities arising linked to its enterprise version of Colombia (bit, is not that a concept of former President Pastrana?), is very friendly interest in my welfare and that of my nation. Unfortunately, and as long as its strategy excludes several million compatriots, must decline your offer. For now, my passion is another.
and Colombia is not what you paint!
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