Joan Miró's Cultural Landscapes

Natalia Garber • Digital art, XXI century
About the artwork
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Art form: Digital art
Date of creation: XXI century

Description of the artwork «Joan Miró's Cultural Landscapes»

The operator of the promotion of the country's tourism brand is TURESPAÑA, the government agency responsible for domestic tourism and Spain's tourism image abroad. The tourism brand reflects the perception of the country by the target audiences: current and potential tourists, the private sector and the media. It is Spain's "soft power", largely thanks to it the country as a tourist destination is attractive and among the leaders in the market. This has been helped by colorful art marketing: in 1983, iconic Catalan artist Joan Miró drew his famous logo for free to the slogan "The sun is over all Spain", saying: "For the king and the government, everything is free!"

the artist's "Sun" was the world's first abstract logo of a nation, survived several attempts by the country's governments to find a more profound image and today is an unattainable example of ingenious simplicity. It is tried and failed to be surpassed by other countries dreaming of creating an equally eye-catching tourist symbol for themselves. Bill Backer, president of Total Destination Marketing, a marketing company that evaluates the popularity of logos, symbols and slogans, noted on his blog that "there are two emblems in the world that are far removed in their recognition and popularity from the rest of the mass of mottos and logos: I Love NY and "Sunshine" with cheerfully bouncing letters "España". So Miro's ingenious image has become a cultural monument to Spain over the years that its light has attracted tourists to the country.