LUM

What we did for the LUM brand identity

First, we drew on the diversity and energy of the Latino community in the US. Then we designed a modern, versatile logo. Finally, we defined a vibrant colour palette and visual elements that evoke unity and progress.

The name already said a lot: Latinos Unidos, or United Latinos. For this reason, the visual system aims to translate that idea of unity into shapes and colours. As a result, the brand can speak to a diverse community while keeping an identity of its own.

In addition, a service company needs its brand to work in many places at once. For example, on signage, in documents, on social media and in every conversation with a client. For this reason, we built a flexible visual system rather than just a logo.

How we build a brand identity

• Immersion: we get to know the business, its audience and its surroundings, and review its context and competitors.
• Concept: we define the central idea that will guide every design decision.
• Design: we develop the logo, typography, colour palette and graphic elements as one system.
• Applications: we roll the identity out to the pieces the brand needs and hand over the rules for using it well.

The result

A brand that stands as a source of support and opportunity. It is designed to resonate with the values and aspirations of the Latino community in the US. It also shows how corporate identity helps a service company build trust from the very first contact.

Based outside Colombia? We also work with brands in other countries. See our branding services or take a look at the Bondo Cartagena brand.