In order to promote Latvia abroad, a slogan or logo is created from time to time. One can mention the graphic mark of Latvia's hundredth anniversary, as well as the motto 'Latvia - the Land that Sings'. While respecting past performance, representatives of various fields working abroad believe that so far it has failed to create a really convincing, united and clearly readable image that would symbolize Latvia and could be used in a wide variety of sectors. A country-defining, positive image is very important in trans-national cooperation, as it promotes awareness, interest and trust.
The new Latvian trademark consists of three words 'Born in Latvia ', whose visual appearance symbolizes creativity, the ability to react quickly and find a way out of the most difficult situations. The basic color of the design is the carmine red tone of the Latvian flag. But it can be adapted quickly to the needs of each company and can use other color tones and other internationally recognizable names such as “Made in Latvia”, “Start in Latvia” and others.
The brand was created by the Latvian Exporters Association “The Red Jackets” and is the result from discussions between the various industry leaders, says Liva Sturmane, executive director of the association.
The creation task is difficult, since the mark must meet all needs, from food producers to sportsmen and artists representing Latvia.
It is planned that Latvia's image strategy will be prepared in about a half-year period, when concrete ideas and tools are already offered, how to present Latvia in a unified and coordinated manner in the world.