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Ecuador Ama La Vida
“I learned to love life in Ecuador”

Article - August 1, 2013
Ecuador’s Ministry of Tourism has launched a new country branding campaign called “I learned to love life in Ecuador”, to showcase the beauty, diversity and the immense variety of experiences visitors can enjoy
Ecuador is a small country full of diversity, light, life and color. This country is many things at once – it is the land of the Sun and the Pachamama, the land of Darwin’s theory of evolution, and the land of crafts and hundreds of ancient cultures.
This is the country of the Amazon, eternal snows, paradisiacal beaches and impossible islands.
Ecuador is also characterized by its mega-diversity, and not just in terms of flora, fauna and geography. Our Constitution recognizes our nation as “multicultural and diverse”, making reference to our historical, human and cultural wealth. Our vast scale of languages, mores, legends and even recipes undoubtedly make us a multicolored nation.
 
This new image breaks taboos and conservative graphic design rules. Our “Love life” logo features 20 different colors spiraling up in concentric circles, causing an optical illusion.
We are in the middle of the world and we are steeped with Latin American magical realism.

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