San Juan Cosalá citizens launch their own brand to increase tourism
The citizen’s initiative highlights the town’s pre-Hispanic past, its food, customs, art and traditions
Berenice Barragán. – Citizens of San Juan Cosalá took their city’s image into their own hands and launched their own city brand to promote the town as a tourist destination and strengthen its economy. Led by noted artist Luis Guzmán Zamora, a committee presented the new logo at a January 9 ceremony at the Xilotl «Voz al viento» (Voice of the Wind) art and culture space,
The new logo incorporates the town’s pre-Hispanic past, and natural wealth, and religious traditions, including the tower of the temple known as the «Hospitalito», plus a bird, the initials of the name of the town, and ancestral inscriptions. The logo is intended not only to promote the town, but to remind its residents of their cultural history.
«The people of San Juan Cosalá must stop being indifferent. He who does not get involved in the activities of his community, cannot be called a member of it,» urged Luis Guzman.
Sculptor Isidro Xilonzóchitl, who owns the space where the city logo was presented, assured residents that he and the cultural community of the town will work hard to position the town using the new logo to increase tourism – especially from abroad – to cement San Juan Cosalá’s economic importance in the region.
«We will work to really position this brand, and I as an artist have to commit to do this because I believe in all this. I do not know how long it will take, but it will be achieved,» he said in an interview.
This project was born from citizens interested in improving their community, and does not involve any government agencies or public funds. Translated by Patrick O’Heffernan.