Artes de México en Utah:
A New Identity
Artes de México en Utah is an organization that promotes Mexican art and culture. They wanted a new identity that offered their audience the experience of a contemporary, sophisticated, and international México. Their direction was to base the new identity in the work of renown architect Luis Barragán, who believed in an “architecture of the senses and emotions.”
ROLES
Branding
Graphic Design
Focus Groups Facilitation
Survey and Data Collection
Playing with
Light
Studying Barragán’s work and his writings, I decided to explore the effects light creates in his work, the shadows and darker hues colors take. I thought this also reflected the diversity of Mexican arts and artists, like a gradient but subtle. Each color for the logo has accompanying bars.
Art as Building Blocks
The square logo could act as a tile in a mosaic, or a building block, among other images in the design to reflect the community building aspect of Artes de México en Utah. I created templates for them in which each color could be used to distinguish their programs or the languages in which some of the events would use.
A Matching Email
We worked together to establish a clear process and template for their newsletters and other emails.
