Background
Monique Guzmán is a multi-passionate creative, expressing herself in everything from fashion design and dance and murals, all with a strong sense of environmental sustainability.
Challenge
To find a way to express all the different facets of Guzmán’s creativity in a single logo and tagline and, secondarily, how to present those different areas on a website.
Solution
Working with my business partner, Tony Pinto, through our company Vim & Vigor opens in a new tab, we developed a whole logo ecosystem with multiple color options, an avatar, a wordmark, and a tagline.
The color palette is full of vibrant colors influenced by Guzmán’s mix of Spanish, Chilean, and Mexican heritages. We used the same palette at 15% saturation to provide suitable contrast for accessibility, as well as incorporated neutrals, and even some metallic options to mimic fabric applications Guzmán intends to create.
The avatar is a series of triangular tiles, which gives visual texture that is so integral to Guzmán’s work and creates an “M” for her name. As Guzmán is a fashion designer, the wordmark is in a Modern-style font, referencing famous fashion magazine logos such as Vogue, Elle, and Harper’s Bazaar. The tagline, “Con Mucho Arte,” is Guzmán’s own handwriting and is so personal to her, she has it tattooed on her arm.
For her website, the logo variations help signify different arenas of her work. I used the footer for her sustainable development goals, as it is foundational to all her work.
