The Costa Rican advertising agency, Publimark Mullenlowe, imagined what the branding & identity for the venue of the games would look like, and explored the possibilities of design.

Publimark Lowe toyed with the idea of having the 2016 games organized in their country, Costa Rica. They decided to explore the scope of branding for the venue if it were hosted in one of their provinces. The objective of the design was to encompass the very local nature of Costa Rica, making sure to keep the indigenous culture, art and flavour intact; and yet being perceived as a global design for international games.



A group of designers created a brand identity for each of the seven provinces, taking inspiration from the rich culture, architecture, nature, and the warmth of the people.

1. San Jose

The capital of Costa Rica is an emerging city where one can witness the rich culture, as well as the progress and development.

The logo reflects 3 aspects of the city, the energy, the ever-changing landscape, and the rich diversity of culture and history. The dynamic logo form is taken from 3 parts of the city map, which is abstracted and adaptive.

The branding is inspired from the vibrant energy of the city, the duality of nature vs. city, and the effervescent nature of the people.

2. Alajuela

Famous for its volcanoes, cattle rearing, natural resources, warm people and intricately hand-painted ox carts, this province has an incredibly vibrant culture.

The logo is a rendition of the iconic ‘torch’ of Juan Santamaria, with the elements inspired from the ox cart paintings.

The branding is inspired from the organic art style of the ox cart paintings, letting the identity have a dynamic personality that complements the stance of the sportsmen.

3. Cartago

A small province that is abundant in its indigenous flora, fauna and architecture.

The logo brings together 3 important natural and man-made architectural icons of the province, namely, The Basilica, Turrialba Volcano and Cachi’s Dam.

The branding is inspired from the intricate mosaic tile work seen in the province, using this as the base.

4. Heredia

This is the smallest province of Costa Rica. It is known for its flowers, the peacefulness and sense of belonging of the people.

The logo combines these very factors thus representing a petal and a joyful person.

The branding began with the petals, which further expanded to overlapping patterns and layers.

5. Guanacaste

This province is known for its folklore, history, and vast landscape.

The logo is an abstraction of 3 key points, the art, the landscape and the bull fights.

The branding embodies the earthy, rugged nature of the province.

6. Puntarenas

This is the largest province of Costa Rica. Here it meets the majestic Pacific Ocean, thus it is known for its beach, sunsets, seashells and waves.

The logo is inspired from the shell form, abstracting it, yet rightly representing Puntarenas.

The branding uses the logo form and plays with the repetition of patterns creating a versatile identity.

7. Limon

This province is known for its fantastic flora and fauna. The people here are happy and vibrant, and are infamous for the carnivals.

The logo brings together all these elements, creating something eclectic, cheerful and lavish.

The branding is a result of layers of the different elements of nature and the people.



San Jose – Marianela Solano

Alajuela – Gloriana Guadamuz

Cartago – Adriana Astúa

Heredia – Susana Salas

Guanacaste – Franklin Guevara

Puntarenas – Rodrigo lobo

Limon – Milena Soto

3D & Modeling

Tatiana Astúa

Giovanni Rojas


Video & Audio

Big Bang Studio

Submarino Studio

Copy Writing

Federico Nieto

Catalina Restrepo

Anton Pleshcheev

Victor Rosas