How does a country rebrands itself? Of course through the medium of photos and videos, and with a rather elegant new brand.
The spiral form that the “P” has is referred to one of the graphic motives present in all the cultures born in Peru’s land. It represents evolution, change, transformation. It also referes to a finger print, in line with the concept that “there is a Peru for each one”. Also, the use of a handwritten typography, creating a logotype from a single line: because in Peru people trace their own path based on their particular interests.