During the 1980s a new stereotypical logo was introduce, which reflected the FNC and DDB new strategies, and to promote the 100% Columbian Strategy. The Juan Valdez Triangle logo features Juan Valdez, his mule, the Columbian mountains, and finally the phrase 100% Columbian Coffee in Spanish, and was the sign of approval if coffee was 100% Columbian and used in all the campaigns’ media . The logo represents changes during the campaign, and how it was used to identify different stakeholders. The logo is representative of Columbian landscaping, but Juan Valdez is also coded as a coffee slave for wealthy industrial nations. The Juan Valdez logo should be viewed in a similar light as Aunt Jemima.
