{"id":1343,"date":"2022-09-03T12:35:46","date_gmt":"2022-09-03T18:35:46","guid":{"rendered":"https:\/\/oliverpuente.com\/?p=1343"},"modified":"2023-01-13T19:15:34","modified_gmt":"2023-01-14T01:15:34","slug":"analisis-marca-pais-guatemala","status":"publish","type":"post","link":"https:\/\/oliverpuente.com\/en\/branding\/analisis-marca-pais-guatemala\/","title":{"rendered":"Guatemala country brand analysis: Amazing and unstoppable"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1343\" class=\"elementor elementor-1343\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8cf5439 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8cf5439\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8d1bb7b\" data-id=\"8d1bb7b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0b25ec1 elementor-widget elementor-widget-text-editor\" data-id=\"0b25ec1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It was recently presented by government authorities and Gustavo Koniszczer, from the company Future Brand, has revealed the new country brand Guatemala. That is why I have decided to make an objective analysis of it and its development.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-289aa15 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"289aa15\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5595cee elementor-widget elementor-widget-text-editor\" data-id=\"5595cee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>The country brand of Guatemala is much more than a logo, it is a whole series of strategic attributes and commercial tactics that generate a perception or a perceived value in the minds of potential tourists, inhabitants and investors.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1880b9 elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"b1880b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\"><svg class=\"e-font-icon-svg e-fas-chevron-down\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\"><svg class=\"e-font-icon-svg e-fas-chevron-up\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewbox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be3312c elementor-widget elementor-widget-heading\" data-id=\"be3312c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Country brand analysis Guatemala: Amazing and unstoppable.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9096708 elementor-widget elementor-widget-text-editor\" data-id=\"9096708\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The purpose of a country brand is to position itself in the minds of potential tourists, importers, investors and inhabitants.<\/p><p>It is important to carry out an exhaustive investigation of the country and its culture, always having a clear approach and methodology.<\/p><p>In this particular case, the process was fairly informed, the investigations well founded, and the outcome reasonable.<\/p><p>Although in my opinion, it was not outstanding and generated more questions than answers in the minds of the inhabitants.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed3ea76 elementor-widget elementor-widget-heading\" data-id=\"ed3ea76\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Things to take into account to produce a country brand. A world-class project.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-763b216 elementor-widget elementor-widget-text-editor\" data-id=\"763b216\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">The price of a country brand does not only involve graphic development as many think, it also involves a research and activation process that takes years to complete.<\/p><p style=\"font-weight: 400;\">\"Essential Costa Rica\" or better known as the country brand of Costa Rica, after a five-year process, had a cost of\u00a0<strong>$650,000 dollars.<\/strong><\/p><p style=\"font-weight: 400;\">In 2009 the City of Melbourne invested\u00a0<strong>$625,000 dollars<\/strong>\u00a0in its new brand identity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fe68e0 elementor-widget elementor-widget-image\" data-id=\"0fe68e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"425\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-1024x425.jpg\" class=\"attachment-large size-large wp-image-1348\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-1024x425.jpg 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-600x249.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-300x124.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-768x318.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-1536x637.jpg 1536w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-18x7.jpg 18w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Work plan shown during the presentation of the country brand<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d4db335 elementor-widget elementor-widget-text-editor\" data-id=\"d4db335\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">On the other hand, the Government of Honduras took a different direction, and invited all Hondurans over the age of 18 working for free to participate in the Country Brand Graphic Identity Contest\u00a0<u><strong>FREE<\/strong><\/u>\u00a0to spread\u00a0<em>\"the cause\".<\/em><\/p><p style=\"font-weight: 400;\">In 1971, Nike CEO Phil Knight paid design student Carolyn Davidson $35 (about<strong>\u00a0$200<\/strong>\u00a0today) to create the iconic Nike logo.<\/p><p style=\"font-weight: 400;\">In 2008, PepsiCo allegedly paid design firm Arnell\u00a0\u00a0<strong>$1 million dollars<\/strong>\u00a0to redesign its iconic Pepsi logo.<\/p><p style=\"font-weight: 400;\">In 2008 Belfast which is the capital of Northern Ireland paid\u00a0<strong>$280,000 dollars<\/strong>\u00a0for its logo which was designed by Lloyd Northover. The heart-shaped logo was created just weeks after the former mayor rejected the original version.<\/p><p style=\"font-weight: 400;\">In 2007 the criticized logo of the 2012 London Olympics was sold for a price of<strong>\u00a0$625,000 dollars\u00a0<\/strong>and was designed by the Wolff Olins agency.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-162d294 elementor-widget elementor-widget-image\" data-id=\"162d294\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1000\" height=\"600\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/Fuente-perspectiva-marca-pais-min.jpeg\" class=\"attachment-large size-large wp-image-1351\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/Fuente-perspectiva-marca-pais-min.jpeg 1000w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/Fuente-perspectiva-marca-pais-min-600x360.jpeg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/Fuente-perspectiva-marca-pais-min-300x180.jpeg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/Fuente-perspectiva-marca-pais-min-768x461.jpeg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/Fuente-perspectiva-marca-pais-min-18x12.jpeg 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d767c00 elementor-widget elementor-widget-heading\" data-id=\"d767c00\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The cost to create the country brand was Q6.8 million. Is this exaggerated?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54ae722 elementor-widget elementor-widget-text-editor\" data-id=\"54ae722\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">In the case of Guatemala, an investment of\u00a0<strong>$878,153 dollars <\/strong><em>(6.8 million Guatemalan quetzales approximately)<\/em>\u00a0for an approximate development of 1 year in a new country brand is high.<\/p><p style=\"font-weight: 400;\">Especially, comparing it with the investment made by other country brands. Part of this investment could have been used to improve the tourist structure or restoration.\u00a0<\/p><p style=\"font-weight: 400;\">Taking into account that the value of the design is subjective to the solution and the need it solves, in addition to the price defined by the agency to provide the service and that the research process is exhaustive and is NOT something to be taken lightly, it is understandable why the country invested that amount.<\/p><p style=\"font-weight: 400;\">This type of investment made by a country is usually between 200,000 dollars and 700,000 dollars. That is why the investment made in the case of Guatemala can be considered higher than necessary. Especially if we take into account the current situation in Guatemala and other areas that require economic support in one or more aspects.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea07240 elementor-widget elementor-widget-image\" data-id=\"ea07240\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"600\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-1024x600.jpg\" class=\"attachment-large size-large wp-image-1353\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-1024x600.jpg 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-600x351.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-300x176.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-768x450.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-1536x899.jpg 1536w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala-18x12.jpg 18w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/simbologia-marca-pais-guatemala.jpg 1619w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ec37f1 elementor-widget elementor-widget-heading\" data-id=\"5ec37f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Guatemala Country Brand Graphic Analysis<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0610457 elementor-widget elementor-widget-text-editor\" data-id=\"0610457\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><u><span lang=\"ES-GT\">Regarding the explanation of the image, isotype or graphic symbol of the new country brand, there are several relevant observations to highlight:<\/span><\/u><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f24eac5 elementor-widget elementor-widget-image\" data-id=\"f24eac5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"465\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-1024x465.jpg\" class=\"attachment-large size-large wp-image-1347\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-1024x465.jpg 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-600x272.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-300x136.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-768x348.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-18x8.jpg 18w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala.jpg 1219w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9da20bc elementor-widget elementor-widget-heading\" data-id=\"9da20bc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The color palette:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-decd3db elementor-widget elementor-widget-text-editor\" data-id=\"decd3db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">The use of the country's own colors becomes an intelligent and informed decision, since there was a chromatological niche around the color violet, a purple or purple tone, little used by other country brands, which has a strong semantic relationship with culture. Guatemalan.<\/p><p style=\"font-weight: 400;\">The use of a reduced color palette is also an excellent decision, because it prevents the brand from making the mistake of using many colors to express its diversity as other country brands have done in the past. Which, consequently, ends up causing them a lower degree of distinction. It is there where a reduced, informed and visually harmonic color palette comes to the fore.<\/p><p style=\"font-weight: 400;\">It should be noted that the first reaction that the general public has to the new country brand may be confusion. Because we are used to blue and green as colors that represent Guatemala. It would be appropriate to extend a little more the explanation given in the video that they posted in the presentation of the country brand, from \"own colors\" to \"Culturally unique colors that represent and differentiate Guatemala and its people.\" However, that does not detract from the merit and strategic intelligence of choosing or appropriating a new color palette for the country brand that generates a differentiating effect from it among other country brands through a chromatological niche with a well-established cultural base. substantiated.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f444218 elementor-widget elementor-widget-image\" data-id=\"f444218\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues-1024x535.jpg\" class=\"attachment-large size-large wp-image-1354\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues-1024x535.jpg 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues-600x314.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues-300x157.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues-768x401.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues-18x9.jpg 18w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-guatemala-antes-y-despues.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a996dc elementor-widget elementor-widget-heading\" data-id=\"9a996dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">NOT using the quetzal<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-243d99d elementor-widget elementor-widget-text-editor\" data-id=\"243d99d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">The decision NOT to use the Quetzal, the national bird symbol, as a graphic element in the brand is very reasonable.<\/p><p style=\"font-weight: 400;\">Since, despite the fact that this bird is found on the coat of arms and in many other places, from a foreign point of view it can be confused with other country brands that also use flora and fauna as the only differentiating element in their identity.<\/p><p style=\"font-weight: 400;\">Additionally, the quetzal as a graphic and symbolic element of Guatemala has always been used excessively.<\/p><p style=\"font-weight: 400;\">And if the Guatemalan country brand plans to grow, it is necessary to innovate in its graphic proposal.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76c976a elementor-widget elementor-widget-image\" data-id=\"76c976a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"915\" height=\"544\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-triangulos.jpg\" class=\"attachment-large size-large wp-image-1355\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-triangulos.jpg 915w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-triangulos-600x357.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-triangulos-300x178.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-triangulos-768x457.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/marca-pais-triangulos-18x12.jpg 18w\" sizes=\"(max-width: 915px) 100vw, 915px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a304fe0 elementor-widget elementor-widget-heading\" data-id=\"a304fe0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The use of triangles<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbd4ab8 elementor-widget elementor-widget-text-editor\" data-id=\"fbd4ab8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Taking into account the concept of \"May the future surprise you in Guatemala\", it makes the use of triangles a good graphic decision, because these figures evoke growth, focus, support and inspiration.<\/p><p>That is why, having taken advantage of them to relate it to textiles and volcanoes is a good way to use geometric figures in our favor.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4655711 elementor-widget elementor-widget-image\" data-id=\"4655711\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"234\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-1024x234.jpg\" class=\"attachment-large size-large wp-image-1356\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-1024x234.jpg 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-600x137.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-300x69.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-768x176.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-1536x351.jpg 1536w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala-18x4.jpg 18w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/tipografia-marca-pais-guatemala.jpg 1626w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-843aca3 elementor-widget elementor-widget-heading\" data-id=\"843aca3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Typographic management.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef7cad3 elementor-widget elementor-widget-text-editor\" data-id=\"ef7cad3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The san serif typeface (or sans serif) with rounded corners and with a reasonable letter height and geometrically pleasing structure. It's an excellent typographic choice, because according to typographic psychology theory, rounded edges evoke a friendly or gracious brand. Thing that represents the Guatemalan culture very well.<\/p><p>San serif typefaces evoke a feeling of modernity and freshness. Which adheres to the concept of the country brand and the objective to be communicated in this project.<\/p><p>On the other hand, the use of kerning or spacing between letters is excellent, because it facilitates readability.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7126c83 elementor-widget elementor-widget-image\" data-id=\"7126c83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/issuu.com\/inguat_oficial\/docs\/inserto_textoslargos\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1014\" height=\"681\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/manual-issu.jpg\" class=\"attachment-large size-large wp-image-1360\" alt=\"\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/manual-issu.jpg 1014w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/manual-issu-600x403.jpg 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/manual-issu-300x201.jpg 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/manual-issu-768x516.jpg 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2022\/09\/manual-issu-18x12.jpg 18w\" sizes=\"(max-width: 1014px) 100vw, 1014px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">\"Official Brand Manual in Issu\" of 4 pages found of the country brand Guatemala<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75a448f elementor-widget elementor-widget-heading\" data-id=\"75a448f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4 cardinal points<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a1f5f9 elementor-widget elementor-widget-text-editor\" data-id=\"2a1f5f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">The management of the 4 cardinal points (North, South, East West) is an interesting detail due to its relationship with the Mayan worldview. Difficult to identify at first glance, but interesting to read in later explanations.\u00a0<\/p><p style=\"font-weight: 400;\"><u>Possibly go unnoticed by the target audience.<\/u><\/p><p style=\"font-weight: 400;\">Comparing it with the previous country brand, this is a simplified version, more useful, differentiable and that does not literally use the Temple of the Great Jaguar or a volcano as the only graphic differential.<\/p><p style=\"font-weight: 400;\">Instead, he uses elements of Guatemalan culture, such as textiles, in a more conceptual way.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c60036 elementor-widget elementor-widget-heading\" data-id=\"0c60036\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Guatemala Country Brand contains a lot of symbology (such as volcanoes, the Mayan zero, indigenous textiles, among others). Is this recommended for a brand?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4aa7c7c elementor-widget elementor-widget-text-editor\" data-id=\"4aa7c7c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"font-weight: 400;\">It is not advisable to overload an isotype or graphic symbol with too many visual or conceptual elements that make it difficult to interpret.<\/p><p style=\"font-weight: 400;\">In this particular case, it is understandable why they did it. It was due to the depth and complexity of a country's identity.<\/p><p style=\"font-weight: 400;\">But, despite all its details, it is likely that the elements that stand out the most are the letter \"G\" and the \"Textiles\", the rest of the symbolic elements, surely going unnoticed due to their high level of visual abstraction or indirect relationship between a form and its concept.<\/p><p style=\"font-weight: 400;\">Such as the example of the number \"zero\" in Mayan placed on the back of the isotype. That it was represented with a circle, when the original form of the number zero in the Mayan writing is a little more complex than that. So it is a detail that could be eliminated from the final concept.<\/p><p style=\"font-weight: 400;\">There is a possibility that an air of rejection of the new image will be born on the part of the general population.<\/p><p style=\"font-weight: 400;\">But this is a fairly common effect in any rebranding process, which is solved over time and the over exposure of the brand in different media.<\/p><p style=\"font-weight: 400;\">It is necessary to understand that simplicity greatly helps a design to be more versatile and memorable. The adoption of a minimalist approach allows the logo, imagotype and isologo to be used in a wide range of media.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd2b96b elementor-widget elementor-widget-heading\" data-id=\"cd2b96b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Country brand Guatemala, an objective analysis.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b7cf5e elementor-widget elementor-widget-text-editor\" data-id=\"7b7cf5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The country brand of Guatemala is a brand that had an excellent research and development process, however the result was average for the high investment made.<\/p><p>It is very difficult to find information about the branding strategy or commercial tactics that the brand will apply in the following years to gain positioning.<\/p><p>The main target audience is tourists, but it is really not entirely clear how the brand is going to attract investors to Guatemala, as was stated during its presentation.<\/p><p>The identity of the brand works and its greatest strength lies in the chromatological niche and its relationship with the Guatemalan culture.<\/p><p>The negative point is the excessive conceptualization and symbology of the isotype that will surely go unnoticed by the general public and the target audience.<\/p><p>It is a brand of acceptable quality with many points to improve and certain deficiencies in aesthetic quality and strategic clarity, apart from the thorough research process that was carried out.<\/p><p>I give it a score of 6\/10. Because it is not outstanding but it is not a dysfunctional brand in any way.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b1cfdc elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8b1cfdc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc7cb1e elementor-widget elementor-widget-text-editor\" data-id=\"dc7cb1e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>SPECIAL LINKS<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-769a0c4 elementor-widget elementor-widget-text-editor\" data-id=\"769a0c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>YOUTUBE CHANNEL: <a href=\"https:\/\/www.youtube.com\/channel\/UCSJ-lIBudPBevsV9od-UKfA\">https:\/\/www.youtube.com\/channel\/UCSJ-lIBudPBevsV9od-UKfA<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae1a0a0 elementor-widget elementor-widget-text-editor\" data-id=\"ae1a0a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>INSTAGRAM: <a href=\"https:\/\/www.instagram.com\/oliver.branding\/?hl=es\">https:\/\/www.youtube.com\/channel\/UCSJ-lIBudPBevsV9od-UKfA<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cacaaa2 elementor-widget elementor-widget-text-editor\" data-id=\"cacaaa2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>FACEBOOK:\u00a0 <a href=\"https:\/\/www.facebook.com\/oliver.branding\">https:\/\/www.facebook.com\/oliver.branding<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d80781 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6d80781\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d0f586e elementor-widget elementor-widget-text-editor\" data-id=\"d0f586e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>If you liked this content, please consider sharing it on social media with your friends! You can do it using the buttons below:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d65216 elementor-share-buttons--align-center elementor-share-buttons--view-icon-text elementor-share-buttons--skin-gradient elementor-share-buttons--shape-square elementor-grid-0 elementor-share-buttons--color-official elementor-widget elementor-widget-share-buttons\" data-id=\"0d65216\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-facebook\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M504 256C504 119 393 8 256 8S8 119 8 256c0 123.78 90.69 226.38 209.25 245V327.69h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.28c-30.8 0-40.41 19.12-40.41 38.73V256h68.78l-11 71.69h-57.78V501C413.31 482.38 504 379.78 504 256z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-share-btn__text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__title\">\n\t\t\t\t\t\t\t\t\t\tFacebook\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-twitter\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M459.37 151.716c.325 4.548.325 9.097.325 13.645 0 138.72-105.583 298.558-298.558 298.558-59.452 0-114.68-17.219-161.137-47.106 8.447.974 16.568 1.299 25.34 1.299 49.055 0 94.213-16.568 130.274-44.832-46.132-.975-84.792-31.188-98.112-72.772 6.498.974 12.995 1.624 19.818 1.624 9.421 0 18.843-1.3 27.614-3.573-48.081-9.747-84.143-51.98-84.143-102.985v-1.299c13.969 7.797 30.214 12.67 47.431 13.319-28.264-18.843-46.781-51.005-46.781-87.391 0-19.492 5.197-37.36 14.294-52.954 51.655 63.675 129.3 105.258 216.365 109.807-1.624-7.797-2.599-15.918-2.599-24.04 0-57.828 46.782-104.934 104.934-104.934 30.213 0 57.502 12.67 76.67 33.137 23.715-4.548 46.456-13.32 66.599-25.34-7.798 24.366-24.366 44.833-46.132 57.827 21.117-2.273 41.584-8.122 60.426-16.243-14.292 20.791-32.161 39.308-52.628 54.253z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-share-btn__text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__title\">\n\t\t\t\t\t\t\t\t\t\tTwitter\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-linkedin\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-share-btn__text\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__title\">\n\t\t\t\t\t\t\t\t\t\tLinkedIn\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0ba1e0b elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0ba1e0b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6750880\" data-id=\"6750880\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-403c905 elementor-author-box--link-yes elementor-author-box--align-left elementor-author-box--avatar-yes elementor-author-box--name-yes elementor-author-box--biography-yes elementor-widget elementor-widget-author-box\" data-id=\"403c905\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/oliverpuente.com\/en\/author\/puentegutierrezzzoliversho\/\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/686e1b578e34c4b11b42197debc49d9cf03d1f697c4d1de8117f3a6cdf706066?s=300&amp;r=g\" alt=\"Oliver Puente\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/oliverpuente.com\/en\/author\/puentegutierrezzzoliversho\/\">\n\t\t\t\t\t\t<h5 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tOliver Puente\t\t\t\t\t\t<\/h5>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\tFreelance brand identity and UI\/UX designer based in Guatemala, Oliver Puente helps companies modernize their brands.\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<a class=\"elementor-author-box__button elementor-button elementor-size-xs\" href=\"https:\/\/oliverpuente.com\/en\/author\/puentegutierrezzzoliversho\/\">\n\t\t\t\t\t\tAll Posts\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-840dcbf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"840dcbf\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e8df02a\" data-id=\"e8df02a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f7baaf3 elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-posts--thumbnail-top elementor-posts--show-avatar elementor-card-shadow-yes elementor-posts__hover-gradient elementor-widget elementor-widget-posts\" data-id=\"f7baaf3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;cards_columns&quot;:&quot;3&quot;,&quot;cards_columns_tablet&quot;:&quot;2&quot;,&quot;cards_columns_mobile&quot;:&quot;1&quot;,&quot;cards_row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:35,&quot;sizes&quot;:[]},&quot;cards_row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;cards_row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"posts.cards\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-posts-container elementor-posts elementor-posts--skin-cards elementor-grid\">\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-5684 post type-post status-publish format-standard hentry category-diseno-grafico category-ui-ux tag-diseno-grafico tag-diseno-web\">\n\t\t\t<div class=\"elementor-post__card\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h6 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/oliverpuente.com\/en\/diseno-grafico\/introduccion-al-diseno-web-mas-que-un-simple-grafico\/\" >\n\t\t\t\tIntroducci\u00f3n al Dise\u00f1o Web: M\u00e1s que un simple gr\u00e1fico\t\t\t<\/a>\n\t\t<\/h6>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>Dise\u00f1o Web: La combinaci\u00f3n de est\u00e9tica y funcionalidad El dise\u00f1o web no es solo cuesti\u00f3n de crear algo visualmente atractivo;<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/oliverpuente.com\/en\/diseno-grafico\/introduccion-al-diseno-web-mas-que-un-simple-grafico\/\" >\n\t\t\tRead More \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tSeptember 27, 2024\t\t<\/span>\n\t\t\t\t<span class=\"elementor-post-avatar\">\n\t\t\tNo Comments\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-5611 post type-post status-publish format-standard has-post-thumbnail hentry category-diseno-grafico category-ui-ux\">\n\t\t\t<div class=\"elementor-post__card\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/oliverpuente.com\/en\/ui-ux\/como-crear-landing-pages-que-multiplican-tus-ventas\/\" ><div class=\"elementor-post__thumbnail\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"160\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page-300x160.png\" class=\"attachment-medium size-medium wp-image-5629\" alt=\"landing page\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page-300x160.png 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page-600x320.png 600w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page-1024x546.png 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page-768x410.png 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page-18x10.png 18w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2024\/09\/Portada-landing-page.png 1200w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/a>\n\t\t\t\t<div class=\"elementor-post__badge\">Graphic design<\/div>\n\t\t\t\t<div class=\"elementor-post__avatar\">\n\t\t\t<img src='https:\/\/secure.gravatar.com\/avatar\/686e1b578e34c4b11b42197debc49d9cf03d1f697c4d1de8117f3a6cdf706066?s=250&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/686e1b578e34c4b11b42197debc49d9cf03d1f697c4d1de8117f3a6cdf706066?s=250&#038;r=g 2x' class='avatar avatar-128 photo' height='128' width='128' decoding='async'\/>\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h6 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/oliverpuente.com\/en\/ui-ux\/como-crear-landing-pages-que-multiplican-tus-ventas\/\" >\n\t\t\t\tC\u00f3mo Crear Landing Pages que Multiplican tus Ventas\t\t\t<\/a>\n\t\t<\/h6>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>Por qu\u00e9 las Landing Pages Son La Clave Para Multiplicar Tus Conversiones El mejor vendedor de toda tu vida. No<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/oliverpuente.com\/en\/ui-ux\/como-crear-landing-pages-que-multiplican-tus-ventas\/\" >\n\t\t\tRead More \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tSeptember 3, 2024\t\t<\/span>\n\t\t\t\t<span class=\"elementor-post-avatar\">\n\t\t\tNo Comments\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-5541 post type-post status-publish format-standard has-post-thumbnail hentry category-branding category-diseno-grafico category-filosofia-del-diseno category-identidad-de-marca category-rebranding tag-branding tag-diseno-grafico\">\n\t\t\t<div class=\"elementor-post__card\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/oliverpuente.com\/en\/branding\/lo-que-todos-deberia-saber-acerca-del-branding-en-guatemala\/\" ><div class=\"elementor-post__thumbnail\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"176\" src=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-300x176.png\" class=\"attachment-medium size-medium wp-image-4861\" alt=\"branding guatemala\" srcset=\"https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-300x176.png 300w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-1024x600.png 1024w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-768x450.png 768w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-1536x900.png 1536w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-2048x1200.png 2048w, https:\/\/oliverpuente.com\/wp-content\/uploads\/2023\/10\/ilustracion-y-patronesRecurso-29@2x-600x351.png 600w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/a>\n\t\t\t\t<div class=\"elementor-post__badge\">Branding<\/div>\n\t\t\t\t<div class=\"elementor-post__avatar\">\n\t\t\t<img src='https:\/\/secure.gravatar.com\/avatar\/686e1b578e34c4b11b42197debc49d9cf03d1f697c4d1de8117f3a6cdf706066?s=250&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/686e1b578e34c4b11b42197debc49d9cf03d1f697c4d1de8117f3a6cdf706066?s=250&#038;r=g 2x' class='avatar avatar-128 photo' height='128' width='128' decoding='async'\/>\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h6 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/oliverpuente.com\/en\/branding\/lo-que-todos-deberia-saber-acerca-del-branding-en-guatemala\/\" >\n\t\t\t\tLo que TODOS deber\u00eda saber acerca del branding en Guatemala\t\t\t<\/a>\n\t\t<\/h6>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>Branding en Guatemala. Un acercamiento y gu\u00eda sobre como posicionar una nueva marca en el mercado guatemalteco que atraiga a<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/oliverpuente.com\/en\/branding\/lo-que-todos-deberia-saber-acerca-del-branding-en-guatemala\/\" >\n\t\t\tRead More \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tAugust 9, 2024\t\t<\/span>\n\t\t\t\t<span class=\"elementor-post-avatar\">\n\t\t\tNo Comments\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\n\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Recientemente fue presentada por autoridades de gobierno y Gustavo Koniszczer, de la empresa Future Brand ha revelado la nueva marca [&hellip;]<\/p>","protected":false},"author":1,"featured_media":1361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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