Design for Latino Audiences

Launched in 2002 as TeleFutura by parent network Univision and quickly rising as the second most watched U.S. Spanish-language television network, the recently renamed UniMás has been retooled specifically for Hispanic millennials with programming geared to a “younger, bicultural audience,” as well as complementing Univision’s programming plus being its “cultural connection más the coolest content for young, U.S.-based Latinos.” The new name was conceived internally as a combination of “Uni” from Univision and “Más” for “More” and “Plus” in Spanish while the identity and on-air graphics were designed by Troika.

The UniMás name was brought to life through a logo mark that alludes to Univision’s signature “U” shape, but delivers a distinctly youthful feel through a fresh twist on the mark. To call attention to the network’s brand promise of more, the logo features bold “Más” typography to contrast the thinner “Uni” font that precedes it.

“UniMás’ new logo and graphic design truly exemplify the Más Generation - Hispanic Millennial trendsetters,” said Ruth Gaviria, senior vice president, Corporate Marketing at Univision.

NEW YORK – OCTOBER 17, 2012 – Univision Communications Inc., the leading media company serving Hispanic America, today unveiled a new brand identity, symbolized by the introduction of a new logo that signifies its growth and transformation, and celebrates the culture of innovation built over the company’s 50-year history.

“The launch of our new brand logo kicks-off a new era at Univision that speaks to who we are as a company and that we are a direct reflection of the Hispanic community we serve – multidimensional, dynamic, modern and bold,” said Randy Falco, president and CEO, Univision Communications, Inc. “We are proud to be ahead of the curve in a rapidly evolving industry, and our new brand identity will now illustrate how far Univision has come in its 50-year history. We’ve evolved from a single Spanish-language network to a multimedia portfolio, connecting with multiple generations of Hispanic Americans, while continuing to embody the passion, courage, ingenuity and tenacity that are the fundamental values of Hispanic culture.”

Latin America is occupied with 500 million people, consisting of 20 Spanish-speaking countries save for Portuguese Brazil. Latin America has produced the most unusual and energetic form of graphic expression history has seen. Art is alive and well in the streets of Argentina, Ecuador and Brazil. Building exteriors filled with graffiti & stencil art. Latin American design is a reflection of the rampant street art scene: colorful, tantalizing, soulful, and a bit naive.

Her art revolved around her surroundings and culture. It is diverse, given its hundreds of years of exploitative colonization from other countries. Latin America is one whole continent and stretches more than 21 million kilometers, but we see a common theme for all Latin American design: the latino’s love for life, dance and celebration.

Most Latin American posters have evident pop art and art deco influences. It makes use of contrasting colors, wacky typography and energetic shapes. The latino’s piousness is evident with the use of religious themes and Roman Catholic symbols. Propaganda, nationalism and revolution are also common themes in Latin American graphic design (especially in the Caribbean islands).

Dedicated to ensure that Latino contributions to art, science and the humanities are highlighted, understood and advanced...

"The only thing growing at a more explosive rate these days than the US Hispanic population," writes Scott Donaton, in Advertising Age's “Hispanic Fact Pack 2004,” "is perhaps the interest marketers, media companies and agencies have in tapping into this highly desirable market." According to the “HFP2004,” the numbers speak for themselves: Of the 40 million Latinos in the US, representing 13 percent of the population, one in three are under the age of 18, two in five are foreign born and two thirds are of Mexican descent. Donaton waxes ecstatic, saying, “Their purchasing power is a stunning US$ 581 billion.”

The rise in status of the US Latino demographic couldn’t have come at a better time for Mexican brands. In the mid-1990s, with a peso crisis and political instability in the form of the Zapatista uprising and assassinations in Mexico, things were not looking so good for Mexican producers to compete in their home market. A tough climate was further compounded by US multinational corporations preparing to come in with their full marketing prowess and already established loyalty from Mexican consumers for such products as Coca-Cola and Kellogg’s.

Ask Marivi - About Package Design for Latin Appeal - is an RBIRD resource for corporate, brand, packaging, and marketing professionals looking for real-world advice about design for the Latin American market.

Fonts like Arial, Verdana and Helvetica were the ones more used due to their ability to look good in most web browsers. But that's common to many sites on the internet, not just Hispanic/Latino sites.

Imagery in general was focused to enhance the topics of greater interest, but I didn't find any particular graphic element besides cultural iconography [Aztec/Mayan border motifs, sun-gods, Olmec heads, etc.] that was prominent.

What I noticed the most about design, is that colors were warmer and a favoritism for orange+blue or red+orange combinations stood out in most sites. I was really impressed with how this combination of colors is used like a "must-have" when designing for a Latino/Hispanic audience.

Here is an example of a very good website that I think has taken graphic elements into consideration for appealing to this "hot-passionate" audience. You'll see how the Cool Colored [blue] is used for non-Hispanics and Warm Colored [red-orange] is being used for Hispanics.

UNO Hispanic Branding- El Viajero Quesos

icograma.net respuestas en diseño y publicidad !! ya en la seccion amarilla

Para adoçar a vida.

ueno estas ilustraciones forman parte de una serie que estoy manejando donde la idea era darles un toque mexicano a ciertos personajes de caricaturas con los que crecí en mi infancia. Estos son los que llevo hasta el momento, la idea es hacer mas y ya tengo en mente algunos mas según los vaya haciendo los iré subiendo. Espero y les guste, Saludos…

Invitamos a que suban imagenes de proyectos personales y profesionales, y asi nutrir esta comunidad.
Diseño Publicitario, Diseño Industrial, Disenno Grafico, Ilustracion, Multimedia, Diseño WEB.

Commercial design, Industrial Design, Graphic Design, Illustration, Multimedia, WEB Design.

For more just go to www.unobranding.com

For more just go to www.unobranding.com

UNO Hispanic Branding- Chicano

UNO Hispanic Branding- Mervyns

The focus os this group is to show samples of work done for the U.S. Hispanic-Latino demographic.

The work can be for:
- Unacculturated population
- Partially Acculturated population
- Mostly Acculturated population or
- Retro Acculturated population.

Having several years experience in design, I am sometimes asked what type of graphics, images, or colors are more appealing to Hispanic audiences. I have found this to be a challenging question. Because Latino audiences are so varied and diverse in their cultures, nationalities, and acculturation, it is difficult to suggest there are specific visual preferences that have widespread Hispanic appeal. Relying too much on traditional images like sombreros, maracas, tacos, or colorful dress, may promote stereotypes and have a negative effect on marketing and promotions. As designers, we believe visual communication needs to deliver value based on subjective and empathetic insights about an audience’s beliefs and attitudes.

Unfortunately, with the exception of the examples above, I don’t believe the topic of design for Latino appeal has garnered enough widespread discussion. Perhaps now, with the explosion of Hispanic populations in the U.S., a valuable discourse is due. However, I still maintain that visual communication should focus on value based strategies versus familiar or (shudder) stereotypical images. Yes, I have no doubt certain colors or images may be trend worthy and relevant specifically to Latino populations, but like all good design, an empathetic understanding of your audience will always carry the most merit.

Hispanic market. “You have so many question marks hanging over you when you 're designing for Hispanic Ameri- cans,” says Leigh Enderle