In 2017, Argentina was selected by the Bureau International des Expositions (BIE) to host the first Specialized Expo in Latin America, marking a milestone for the region. Expo 2023 Buenos Aires centers on the theme “Creative Industries in Digital Convergence,” positioning the country as a hub for innovation and cultural exchange on a global stage.

The challenge was to develop an identity capable of representing Argentina locally while resonating internationally, a system that could feel both symbolic and contemporary, while adapting to a wide range of formats and audiences.

The visual language is built around three core elements: a globe representing global connectivity, abstracted human forms as expressions of collective creativity, and the Floralis Genérica as an iconic reference to Buenos Aires. Combined, these elements form a flexible system that reflects openness, diversity and creative potential, unified under the idea that creativity transcends boundaries.