Lula administration launches motto: “Unity and reconstruction”

The incoming Luiz Inácio Lula da Silva administration will unveil the federal government’s new logo today, as well as its motto: “Unity and reconstruction.” The design includes a mix of colors in what is a throwback to the logo used during Lula’s first spell as president.

The slogan makes reference to Lula’s talking points about the need to rebuild the country following four years of Jair Bolsonaro in charge. During the campaign, Lula said his adversary dismantled the state apparatus, notably in the areas of education, the environment, healthcare, and social policies.

Running under a big tent that blended conservatives and progressives, Lula frequently said that his candidacy was that of a “broad front” to defend democracy from Mr. Bolsonaro’s anti-democratic rampants.

Governments in Brazil distinguish themselves from one another by using their own branding, which often gives an indication of the direction the administration will take.

Itamar Franco, who took office in 1992 after the impeachment of then-President Fernando Collor, used “Union of all” as his motto. This was an adaptation of a famous quote from early Brazilian 18th-century revolutionary Tiradentes, from Mr. Franco’s home state of Minas Gerais. 

In his first term, Lula chose “A country for all” as his motto — a reference to his goal to further poverty-eradication policies. And the multicolored logo represented Brazilian diversity, a feature that makes a return in 2023.

Former President Jair Bolsonaro used a quote from the national anthem, “Brazil, Beloved Fatherland,” as his motto and applied the colors of the flag to the logo. The far-right leader ran on ultra-nationalistic ideals, which made their way into his branding.

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