Tourism Logo Revival

A logo that draws inspiration from the beauty and vibrant culture of Puerto Escondido, Oaxaca, reflecting its rich history and welcoming spirit.

▲ Pele Gold Winner

LOGO & IDENTITY DESIGN

The Challenge

The challenge for this project was to capture the complexities and nuances of the city while simplifying its essence to create a logo that resonates with the local people as well as extendeds a warm welcome to visitors.

The Solution

Through the creative process, I was able to extract key characteristics that speak to the city's heritage and greet visitors with the friendly spirit of its local people.

Research & Conceptual Development

Throughout my research, I identified important themes that inspired further creative exploration. I looked into the history behind the city and how it emerged as a tourist hotspot. I explored the culture, examining arts, textiles, ceramics, folklore and geographical importance. The story of a quaint fishing village that gained prominence as a shipping port particularly captured my attention, as did the folklore surrounding the town's name. These themes, along with others, allowed me to immerse myself in the town's important heritage.

Focusing my research on key themes was crucial to guiding my sketching process. From there, I experimented with different logo styles and explored various directions that could express these themes until I settled on three strong concepts with which to move forward.

Refining Concepts

The next step was to refine these concepts through Illustrator, where I enjoyed the challenge of translating my sketches into vector designs. I was also able to experiment pairing type with each concept in order to bring the combination mark together.

Illustrator artboard exploring digital concepts

Option 1:

Mexican Pipeline

Among the warm water and picturesque beaches, there is an infamous surf break that gathers surfers from around the world. The iconic wave has transformed this quiet fishing village into a thriving beach town, hosting millions of visitors annually. Drawing inspiration from traditional Oaxacan patterns, the wave signifies the city's connection to the ocean.

Option 2:

Bienvenido "Welcome"

This concept was inspired by traditional Oaxacan ceramics. The use of red clay spans centuries and is a beautiful aspect of Mexican culture. The pot is seen as a gift, welcoming visitors to a culturally rich land. The face on the pot is kind and warm but should be received with respect. There is a coffee plant extending from the top of the pot, honoring the port's history, when coffee was shipped from the harbor.

Option 3:

La Escondida "Hidden One"

This concept was inspired by the tale of a young indigenous woman who was kidnapped by Spanish pirates. While anchored in the bay, she managed to escape one night and swim ashore, hiding in the jungle as they searched for her. She was never found and they gave her the name la escondida, the hidden one, which soon evolved into the name of the town. I wanted to show an abstract view of swell flowing into the bay that slowly transitions to a woman's face, implying a hidden woman.

The Final

For the final design, I chose the traditional red clay pottery concept. It resonated effectively with the target audience while beautifully capturing the town's rich heritage and culture. I paired the welcoming mark with a slab serif to convey strength and confidence, reflecting the character of Puerto Escondido's people—a delicate blend of pride and hospitality.