The Observatorio de equidad de género de Puerto Rico already had a logo that they wanted to preserve, but they needed a consistent identity that would give them seriousness and consistency, presenting themselves to the world as a think tank, that is, an organization dedicated to research with the purpose of providing analysis on the topics it investigates.

The brand's graphic system stems directly from the purpose of a traditional astronomical observatory. Within it, the telescope is the observation tool by excellence, its mirrors reflect light to form an image. In telescopes, great care is taken to ensure that this mirror is of the best quality, shiny, clean and undamaged. The equity observatory invites, through its analysis, to see oneself in the mirror of the other, to see new perspectives. The hexagon is inspired by the mirrors of the Webb telescope, while the star represents the stars that it reflects, since they have 6 points due to the hexagonal shape of the mirrors.

Research is the mirror through which the Gender Equity Observatory is in charge of analyzing society, and they make sure that it is in optimal conditions.