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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.
The city’s outgoing Secretary of Tourism, Armando López, argued against the new mayor's plan to change the CDMX brand, calling it a “legacy” that had helped to attract tourists and economic investment to the capital.
The city’s outgoing Secretary of Tourism, Armando López, argued against the new mayor's plan to change the CDMX brand, calling it a “legacy” that had helped to attract tourists and economic investment to the capital.Annette Lin

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).