EXOTIC DESTINATIONS
BRIEF / PROCESS
SCOPE OF WORK: Logo Design
Centro Latino is a travel agency, which mainly focuses on providing tour and travel packages to destinations in South America, Central America, and various other popular destination countries around the world, while facilitating language immersion.
The company had recently broadened it's product offerings, re-branded as Exotic Destinations by Centro Latino Tours, and sought to update it's brand mark to adequately represent the new approach, style, and vision of the company.
Per client instructions, the brand needed to communicate personalized, boutique, and adventure travel, and distinguishable Latin cultural experience. They desired an old school appeal to the brand mark, but most definitely wanted it to also maintain a trendy, modern and upscale visual appeal. Sounds like a mouthful, I know.
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At the time there were several competitors in the market also offering similar services to the Latin American market, and they wanted to set themselves apart visually.
Old logo.
I focused my ideating on concepts that draw on native Central American iconography and visuals; the bold shapes and colours traditionally associated with the area's artistic expression and it's fauna.
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After some deliberations, tweaking, and discussions on colour options and alternatives, we narrowed it down to a winner that everyone was pleased with.
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The chosen design incorporates the two most popular "tourist" birds synonymous with the region, displayed in a minimalist abstract aesthetic that takes cues from native art.
Combined with the colour choices, and a customized font for the main text, I created a mark that checked all the boxes from the brief. The final logo is bold, memorable, and conveys a sense of adventure.
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