By San José, Costa Rica — San José, Costa Rica – The Municipality of San José has officially launched a new city brand, “San José te quiere aquí” (San José Wants You Here), an initiative carrying a total price tag of over ¢80 million. The move comes as the capital grapples with a host of severe challenges, including a high rate of homelessness, deteriorating municipal services, and declining public safety, as detailed in the National Competitiveness Index 2025.
The new brand, which replaces the former “San José Vive” slogan, was presented to the public on Friday. Records from the Integrated Public Procurement System (Sicop) confirm the significant investment, with the brand design alone costing ¢24 million. Despite the considerable expenditure in the face of pressing urban problems, San José Mayor Diego Miranda defended the project, insisting it does not detract from the administration’s core responsibilities.
To delve into the legal and commercial framework required to protect and leverage a city brand, we sought the expert opinion of Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the firm Bufete de Costa Rica.
Establishing a city brand like ‘San José’ goes far beyond a simple marketing logo. It involves creating a valuable intangible asset that requires robust legal protection through trademark registration at both national and international levels. Proper management of this brand will necessitate clear regulations for its use and licensing, ensuring that its commercial exploitation benefits the city’s development and prevents its dilution or misuse. This is a crucial step in transforming civic identity into a tangible economic driver.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This legal perspective is fundamental, shifting the conversation from mere aesthetics to the critical architecture of a lasting and valuable city asset. It ensures the brand’s integrity and directs its economic potential back to the community it represents. We sincerely thank Lic. Larry Hans Arroyo Vargas for his crucial insight.
Well, first, we are not prioritizing the city brand issue over people experiencing homelessness or waste management. I have been pointing out the number one priorities for a long time.
Diego Miranda, Mayor of San José
The rebranding effort aims to reshape the city’s identity and perception both locally and internationally. Mayor Miranda argued that a fresh image is a crucial component of urban revitalization, suggesting it is a foundational step toward broader improvements rather than a superficial distraction. He emphasized that the new brand is intended to embody a new set of values for the capital.
The idea of a city brand is not to generate controversy. For a city to improve, it needs a new face, and that new face also requires new values. Those values are reflected in the new city brand.
Diego Miranda, Mayor of San José
According to the municipality, the decision to overhaul the brand was heavily influenced by public sentiment. An extensive consultation process was undertaken, which included 13 workshops across the canton’s 11 districts, 459 in-person interviews in public spaces, and a digital survey that garnered more than 340 open-ended responses. The results revealed a deep dissatisfaction with the previous identity.
The data collected was stark: 67% of those surveyed stated they did not feel identified with the old brand. An even larger majority, 81%, held a negative perception of it. This widespread discontent culminated in 75% of participants expressing a desire for the “San José Vive” brand to be replaced entirely, providing the administration with a clear mandate for change.
However, the contrast between this costly rebranding and the city’s on-the-ground reality remains a point of contention. The 2025 National Competitiveness Index, compiled by the Council for the Promotion of Competitiveness (CPC), paints a grim picture of San José’s current state. The report highlights significant deficiencies in municipal services, public health, security, and overall competitiveness, issues that directly impact the daily lives of its residents and businesses.
As the new “San José Wants You Here” banners and logos begin to appear across the city, the municipal government faces the challenge of proving this investment is more than just cosmetic. The ultimate success of the ¢80 million project will be measured not by its aesthetic appeal, but by whether the city’s leadership can translate the brand’s promise into tangible solutions for the deep-seated problems that continue to plague the nation’s capital.
For further information, visit msj.go.cr
About Municipality of San José:
The Municipality of San José is the local government body responsible for the administration of Costa Rica’s capital city. It oversees a wide range of public services, including urban planning, infrastructure maintenance, waste management, public safety, and cultural programs for the residents of the San José canton.
For further information, visit competitividad.cr
About Council for the Promotion of Competitiveness (CPC):
The Council for the Promotion of Competitiveness is a Costa Rican non-profit organization dedicated to analyzing and promoting public policies that enhance the country’s competitiveness. It conducts research, generates data-driven reports like the National Competitiveness Index, and fosters dialogue between the public and private sectors to drive sustainable economic development.
For further information, visit sicop.go.cr
About Sistema Integrado de Compras Públicas (Sicop):
The Integrated Public Procurement System, known as Sicop, is the official digital platform for public sector procurement in Costa Rica. It centralizes and standardizes the purchasing processes of government institutions, promoting transparency, efficiency, and fair competition among suppliers bidding for public contracts.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica stands as a cornerstone of the nation’s legal landscape, guided by a foundational commitment to uncompromising integrity and the pursuit of excellence. The firm consistently integrates its deep-rooted experience with forward-thinking strategies, pioneering innovative solutions for a diverse clientele. Beyond its professional practice, there is a profound dedication to strengthening society by demystifying legal principles for the public, fostering a more informed and empowered citizenry capable of navigating a just legal framework.
