Client: CAF | Banco de Desarrollo de América Latina y el Caribe
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The project was released by CAF as a design contest with the participation of 17 countries and a total of 541 proposals. Inspired in the Major marathons, the design aimed to capture the essence of the city but with a modern and minimalist aesthetic twist.
The use of geometric and simplified forms allowed for better visualization of emblematic places in Caracas, giving the design a contemporary feel. Additionally, the inclusion of pictograms representing both able-bodied runners and those in wheelchairs emphasized the importance of inclusivity in the event and CAF's values. To further connect the design to the region, elements representing Latin America and the Caribbean were incorporated. The use of the Guacamaya, a typical bird of the region, and the colors blue and green, which symbolize natural resources and added a distinct regional touch to the design. These elements also aligned with the colors of the CAF brand, creating a cohesive visual identity for branding and promotional needs.
The elements of the medal design were also used and animated across touchpoints during the race kits expo event. All rights belong to CAF.
Medal Design (2D): Johanna Rodrigues
Agency: Crack Estudio
Pictures: El Nacional and Instagram feed #caf2025