Design
Mexico City’s $150 Million Rebrand Faces Growing Pains
Last week, incoming mayor Claudia Sheinbaum Pardo announced a competition to redesign the city’s young logo. The backlash has been swift.
Mexico City has been taken over by a searing fuchsia color—reminiscent of the bougainvillea flowers that tumble over the city’s walls—and a sans serif logo with four letters: CDMX, for Ciudad de México.
Since 2016, they have both been part of Mexico City’s place-branding campaign, initiated by former mayor Miguel Ángel Mancera. Last week, incoming mayor Claudia Sheinbaum Pardo announced a competition to redesign the city’s logo. Open to Mexican nationals and all residents of the capital, she invited designers, publicists, and visual artists to submit proposals for a new brand to mark the duration of her government (from 2018 through 2024) for a prize of 150,000 pesos ($8,000 USD).