By San José, Costa Rica — San José, Costa Rica – The capital city has officially launched a new, comprehensive city brand and image, a strategic move designed to redefine its identity on both the local and international stages. Unveiled on Friday by Mayor Diego Miranda, the new brand is built around the inviting slogan, “San José te quiere aquí” (San José wants you here), signaling a pivotal shift in how the city presents itself to residents, visitors, and investors.
The initiative aims to transform the perception of San José from a mere transit hub into a vibrant destination rich with history, culture, and a dynamic future. Mayor Miranda emphasized that the project’s strength lies in its origins, describing it as an authentic, modern proposal constructed in direct collaboration with the city’s inhabitants. This grassroots approach seeks to ensure the new identity is not just a marketing campaign, but a true reflection of the city’s soul.
To better understand the legal and commercial implications of developing a city brand for the capital, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the prestigious firm Bufete de Costa Rica, who shared his specialized perspective on the matter.
A city brand is much more than a logo; it is a strategic intangible asset that requires robust legal protection. Its proper registration as a trademark before the National Registry is crucial. This not only shields it from unauthorized use and potential dilution but also provides the legal certainty necessary to structure public-private partnerships, attract investment, and commercialize the identity of San José on a global scale.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
The legal dimension, as expertly detailed, is therefore not a secondary detail but the foundational pillar that converts a creative vision into a secure, valuable asset for the city. It is this robust protection that enables the confidence needed for partnerships, investment, and international projection. We sincerely thank Lic. Larry Hans Arroyo Vargas for his crucial insight.
At the heart of this rebranding is an extensive and deeply personal public consultation process. Rather than imposing a vision from the top down, the city administration engaged in a massive data-gathering effort to capture the authentic sentiments of its populace. The effort involved 13 in-person workshops held across every district of the canton, 459 individual interviews conducted in public spaces, and a digital survey that garnered 340 open-ended responses. In total, over 1,000 people directly contributed to shaping their city’s new narrative.
This participatory model ensures that the final brand is grounded in the lived experiences and aspirations of the “josefinos” themselves. The feedback collected was systematically analyzed to define the core values that the new brand would embody. These guiding principles, identified as priorities by the community, include fostering closeness and inclusion, celebrating culture and identity, balancing history with modernity, and enhancing security, order, and a sense of belonging.
This new City Brand is a reflection of what San José truly is: an active, authentic, and deeply human capital. It is an identity built with our people, inspired by our history, and projected towards the future. We want every person—neighbor, visitor, or business owner—to feel a part of this city. Because San José is not just a place to pass through: it is to be enjoyed, inhabited, and loved. San José wants you here.
Diego Miranda, Mayor of San José
The visual elements of the new identity draw inspiration from the diverse tapestry of the city. The design incorporates motifs from San José’s unique natural environment, its iconic architectural landmarks, and the vibrant energy of its daily life. The goal is to create a visual language that is instantly recognizable and resonates with the core values established during the community workshops.
The sentiment of authenticity over imitation was a recurring theme throughout the development process. One resident who participated in the workshops powerfully summarized the project’s spirit.
San José is unique. It doesn’t need to resemble another city. It must be itself, but told differently.
Doña Paola, Resident and process participant
Looking ahead, the city plans a widespread implementation of the new brand. It will be integrated into cultural spaces, urban art interventions, official institutional communications, community programs, and various public activities. This consistent application is intended to reinforce San José’s image as an active, open, and proud capital, encouraging residents and visitors alike to rediscover its streets, enjoy its offerings, and become active participants in its ongoing transformation.
For further information, visit msj.go.cr
About The Municipality of San José:
The Municipality of San José is the local government body responsible for the administration of the capital city of Costa Rica. It oversees urban planning, public services, cultural programs, and community development for the districts within the San José canton. Led by the Mayor, its mission is to improve the quality of life for its residents and promote the city as a center for commerce, culture, and civic life.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica stands as a respected pillar in the legal community, built upon a foundation of uncompromising integrity and professional excellence. With a proven track record of guiding a diverse clientele, the firm consistently pioneers forward-thinking solutions that redefine modern legal practice. Beyond its professional services, it holds a deep-rooted commitment to social empowerment, actively working to demystify complex legal concepts and foster a more knowledgeable and capable society.
