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New Logo for Guadalajara

New

Noted Aug. 9, 2016 by Armin

Industry / Destinations Tags /

About

Guadalajara is the capital and largest city of the Mexican state of Jalisco. […] With a population of 1,495,189 it is Mexico’s fourth most populous municipality. The Guadalajara Metropolitan Area includes seven adjacent municipalities with a reported population of 4,328,584 in 2009, making it the second most populous metropolitan area in Mexico, behind Mexico City.[…] Guadalajara is the 10th largest city in Latin America in population, urban area and gross domestic product. […] The city’s economy is based on industry, especially information technology, with a large number of international firms having manufacturing facilities in the Guadalajara Metropolitan Area. Other, more traditional industries, such as shoes, textiles and food processing are also important contributing factors. Guadalajara is a cultural center of Mexico, considered by most to be the home of mariachi music and host to a number of large-scale cultural events such as the Guadalajara International Film Festival, the Guadalajara International Book Fair, and globally renowned cultural events which draw international crowds. It is home to the C.D. Guadalajara, one of the most popular football clubs in Mexico.” (Wikipedia)

It’s important to watch the first minute of this song, to understand where the logo comes from.
Design by

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Related links

Guadalajara city brand page

Images (opinion after)
Long introduction to the logo and identity. The explanation and style of presentations do cover everything relevant but even as a native Spanish speaker this video is kind of all over the place and at points doesn’t make sense. It goes over other songs that are specific to a city like Sinatra’s “New York, New York”; talks about Synesthesia; then about how the supporting typography is supposed to come from vernacular lettering.
New Logo for Guadalajara
Logo detail.
New Logo for Guadalajara
Animation.
New Logo for Guadalajara
New Logo for Guadalajara
Logo installation.
New Logo for Guadalajara
New Logo for Guadalajara
New Logo for Guadalajara
Supporting typography usage, meant to convey Mexican vernacular with the free Chinese Rocks font.
New Logo for Guadalajara
Some might point out the similarity to Mario Eskenazi’s Arts Santa Monica identity, but…
New Logo for Guadalajara
…I think the reference is more to how typography is lettered in comic books to signify change in tone and loudness of a single word, as the examples of “screaming” show above.
Opinion

The most important aspect about this logo is the YouTube video I included at the top with the song for Guadalajara. This is something all Mexicans know, even more than the national anthem, probably. The moment I saw the logo, I immediately sang it in my head. There was no doubt what it was referencing and as a visual trigger it works perfectly, since the main audience are Guadalajarans first, rest of Mexico second. Execution-wise, it could be better. A lot better, actually. If they had hired a lettering or type designer to properly distribute the weight of the font from small to large and from condensed to extended this could have been a beautiful mark, instead of just scaling or doing the "Envelope Distort" in Illustrator. The biggest fail in the project is the supporting typography, which is meant to evoke the vernacular lettering of the city and they chose a crappy free font, Chinese Rocks, that looks nothing like Mexican vernacular. They could have at least spent a few bucks on some Sudtipos fonts and that would have done the trick. There are plenty of good ideas in the first video below but nothing comes together convincingly or cohesively, other than the logo.

Thanks to Antonio Martínez for the tip.

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