Live logo — Geovanny Flores

LIVE LOGO

THE IDEA

THE LOGO CONSISTS OF FIVE RINGS THAT PERMANENTLY DISPLAY THE INSTITUTE'S CURRENT STATISTICS FOR THE GOVERNMENT'S FIVE GOALS AIMED AT MAXIMISING THE WELL-BEING OF THE NATION: EDUCATION, HEALTH, EMPLOYMENT, MOOD AND WATER SCARCITY. THE GENERATIVE LOGO IS CONSTANTLY CHANGING ITS SHAPE IN LINE WITH DEVELOPMENTS IN THE COUNTRY THAT ARE MEASURED BY INEC. BY VISUALISING THESE CHANGES, THE LOGO ALSO SIMULTANEOUSLY INFLUENCES THEM, BY MOTIVATING THE POPULATION TO TAKE AN ACTIVE PART IN PROMOTING SUPPORTING THESE GOALS.

Branding moves an entire nation

INEC, Ecuador’s official government organisation for statistics, has the mission and the power to not only collect data, but also to distribute the information, making sure the entire country has access to it. The creative idea for the relaunch of its corporate design was to present the data reflecting the wellbeing of the population visually and in real time. A logo composed of five concentric circles was developed to represent the fields of literacy, access to clean drinking water, availability of decent housing, employment and job opportunities, and happiness. Each circle is a variable which is colour-coded in a colour of Ecuador’s flag, according to the state of their evolution. Based on INEC’s data, the logo updates automatically and constantly. Moreover, as variables change, the form of the logo transforms. In order to communicate the idea and to create interest among Ecuadorians, the logo idea was translated into a series of image posters, each representing a year or a month, displaying the data collected in that timeframe.

Statement by the Jury

This corporate design relaunch displays a clever and simple idea of using and working with statistics. Not only does the design look strong, delivering a piece of insightful information that changes as the data change, the work also reflects an outstanding use of typography and the other parts of the identity that are consistently thought through from the outset.