Panama today unveils its country brand, an identity rooted in who we are and in a calling that has accompanied us throughout our history.
Host of the World highlights the strengths that set the country apart: the Canal, its strategic location, its people and cultural diversity, its leadership in logistics and connectivity, its stability, biodiversity and spirit of service.
The new country brand brings five dimensions together under a shared vision: investment, exports, tourism, logistics and sustainability. It establishes a consistent way to position Panama internationally. Its purpose, "to welcome generously and foster prosperity," is built on four attributes: generosity, connection, diversity and trust.
Panama is the host: an open country where worlds, cultures and people converge. It is a proposition designed to ensure that what Panama welcomes finds the conditions here to grow and prosper.
The new logo reflects this story, with lines that evoke openness and paths coming together. Blue represents our oceans and Panama's role as a global meeting point; red represents the energy and human spirit of the Panamanian people. The curves of its two "A's" represent the Pacific and Atlantic at either end, with Panama at the center as the point that connects them.
The country brand is the result of more than a year of research, perception studies and a consultation process involving representatives from the public and private sectors and civil society, both within and outside Panama.
Being a Host entails a shared responsibility: for Panamanians, contributing through their actions to our reputation; for businesses and productive sectors, driving growth and competitiveness; and for institutions, ensuring its continuity beyond any one administration.
Public management and future governance
As part of its evolution, work is underway on a governance structure to manage, protect and develop this asset, including usage and licensing mechanisms and an ambassador program.
Panama has always had the conditions to bring people together and welcome everyone. Today, it has an identity that unites those strengths under a single promise: to be the Host of the World.
For more information, high-resolution images, and prsss materials, please visit www.panama.pa
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