Meet the Symbol of Resilience: Mexico’s Young Female Icon

The government of Claudia Sheinbaum Pardo will be represented by the image of a young Mexican woman. This figure embodies the generations of women who have fought for their rights, dreams, and aspirations, often without historical recognition.

According to the 2024-2030 Graphic Identity Manual, the woman’s features pay homage to the indigenous women of Mexico. By doing so, the government expresses its respect and admiration for the humanistic roots that define these ethnic groups. The resilience of these groups is reflected in their languages, cultures, traditions, and the strength passed down through generations.

The Graphic Identity Manual is a tool that conveys the values of the upcoming federal administration. It provides key visual elements to ensure a consistent image across communication materials, advertisements, social media, official platforms, and events. These guidelines are applicable to all state departments and organizations within the Federal Public Administration.

The young woman in the image looks firmly and hopefully to the left, symbolizing the people’s struggle for justice and freedom. Dressed in traditional clothing, she proudly carries the legacy of her ancestors. Her windblown hair signifies the nation’s steady progress towards a future of prosperity and wellbeing. She holds the national flag, a symbol of unity, hope, and Mexican pride, and clenches her other hand, ready to face the challenges of a future filled with freedom, equality, and peace.

The manual includes the original “patria” typeface, designed specifically for the upcoming government and free for use by the Mexican people. The logo combines the words “Mexican Government” in institutional typeface with the National Shield.

All federal departments and entities must adhere to the 2024-2030 Graphic Identity Manual, as per Article 31, clause XXV of the Regulations of the Office of the President of the Republic. This document and its applications also comply with Articles 2 and 6 of the Law on the National Shield, Flag, and Anthem.