The executive branch led by Keiko Fujimori has adopted a new official communication identity titled Peru Responds, making its use mandatory across all government ministries and public state entities.
The measure was officially established through a ministerial resolution published on Friday, August 28, 2026, in the official legal gazette Diario Oficial El Peruano. The document was issued by the Presidency of the Council of Ministers, the primary cabinet authority responsible for coordinating central government policy in Peru.
Under the terms of the resolution, every ministry and administrative dependency forming part of the executive branch must implement the Peru Responds slogan across its public identity and institutional communications.
The published resolution also formally approved the brand manual for Peru Responds. This comprehensive regulatory document fixes the official logotype, sets the required clear safety area around the image, and outlines explicit rules detailing correct and incorrect visual uses for government entities.
In addition, the brand manual defines the official typography family, establishes the approved state color palette, and sets out visual coexistence rules to govern how the new logo appears alongside existing graphic elements on public materials.
Standardizing public branding and administrative oversight
According to the text of the resolution, the government seeks to articulate all actions, public services, and field interventions carried out by state agencies under a single name. The document notes that this unified identity is intended to reflect an active executive branch oriented toward resolving the daily needs of the population.
The Secretariat of Social Communication, an administrative division operating within the Presidency of the Council of Ministers, has been assigned to direct and supervise the implementation of Peru Responds. The secretariat has also been empowered to issue any additional provisions necessary to ensure the identity is correctly applied within every state entity.
The brand manual outlines diverse applications across both communication channels and daily field operations. These applications range from graphic design items and public information campaigns to physical materials utilized during direct citizen service work.
Institutional framework and missing implementation details
In Peruvian public administration, the executive branch comprises the presidency, cabinet ministries, and specialized state agencies operating under ministerial direction. The Presidency of the Council of Ministers, known locally as the PCM, functions as the central administrative hub managing government affairs, while Diario Oficial El Peruano acts as the official state journal where all ministerial decrees must be published to take legal effect.
Brand manuals are standard tools used by state institutions and corporate organizations to enforce visual consistency across print publications, digital portals, official signage, and public documents. Setting mandatory rules for typography, color palettes, and logo isolation prevents unauthorized visual alterations across decentralized offices.
Despite establishing strict graphical guidelines, the published resolution leaves several practical details unaddressed. The text does not set specific deadlines for state agencies to complete the adoption of the Peru Responds identity, nor does it state the budget allocated for its rollout.
Furthermore, the official resolution makes no mention of whether Peru Responds is intended to replace any specific communication identity or slogan used by previous executive administrations.
