Can a country as diverse as Chile be summed up in a single graphic image? Today some thoughts on the official Bicentennial Poster.
Chile loves “concursos”—contests, competitions—of all sorts. They may be of the playful, champion-determining type (sports, games, dances, etc.); the best-of type (the arts, literature, music, etc.); the who-shall-we-hire type; and the who-gets-the-bid type. So it really wasn’t surprising to see that the Bicentennial Committee sponsored a concurso for the official Bicentennial Poster. And here it is.
Chile’s Bicentennial Poster: Celebrating what we are.
The challenge was to graphically portray the idea of “celebrating what we are” (celebrar lo que somos), and designer Pilar Alemparte chose the snow-capped Andes as the predominant theme, with colorful ribbons for a celebratory effect (they also remind me of the kites we so often see flying with the mountains as a backdrop).
It’s a clean, simple, clear design. It’s a good design, but I’m missing something. The sea, for example. And the desert. And Patagonia. And Antarctica. And Rapa Nui (Easter Island). And Juan Fernández (Robinson Crusoe Island). And the fertile Central Valley. And the lakes and volcanoes and rivers and hot springs and salt flats…
The Andes are an imposing, dominating feature of Chile, the backbone of this wonderful country, but they are balanced by the ever-present lapping of ocean waves to the west, the hot, dry, mysterious desert to the north, and the cold, wet wonders of Patagonia and Antarctica to the south. They frame this place we call home and define—in many ways—how we live within it.
And there’s the rub. How we live within it. Celebrating who and what we are. I can’t find the “we” in this poster. The national identity, Chileanness, the Chilenidad. I’m missing the human element. Is it implied in the ribbons, perhaps? They symbolize the fiesta intended to represent the unifying factor. But do they represent a Chilean fiesta? Or could this poster represent any other mountainous country?
I am the first to admit that I am not designer and that it is easy to critique and criticize the work that others have put so much effort into–not only this designer, but the entire team that chose this image–but I wish the human side were present. I ask myself what might do the trick for me. As simple inclusion that would bring some humanness, some Chileanness into the image. And I come up with a kite. One of those typical Chilean flag kites flying over those mountains, with the colorful ribbons streaming down from it.
I’ve been thinking about this poster for a while, and would like to know what the rest of you think. Taking into consideration that the challenge was a big one, and that Chile’s diversity is one of its most wonderful gifts—and precisely what makes it so difficult to sum up in a clean, clear message, I turn it over to you. Does it accomplish the task of “celebrating what we are”?

















This was actually the first time I’d ever been to the Parade. I generally steer clear of all things military, but I decided that this was the year to make the trek to Parque O’Higgins and check it out. Eileen from Bearshapedsphere went too, but she was much faster about getting her post up, and you can check that out here: 










