BARRIO LOGAN
As part of my Branding class at SDSU we were tasked with creating a brand for one of our previous projects of our choosing. I decided to strengthen my portfolio by challenging myself to brand Barrio Logan, a neighborhood in San Diego, CA.
THE MARK:
The Barrio Logan mark is designed with the community in mind, and each of the 3 sectors (Residential, Commercial, Industrial) are represented by the stripes. The mark resembles an Aztec headdress, while the colors are derived from the Mexican Flag. It is designed to be displayed in various ways.
TYPOGRAPHY:
The mark is derived from the “GOTHAM” typeface in the “Ultra” weight. It was specifically chosen due to its geometric shapes and heavy strokes which also suit the strength and unity of the community.
MISSION:
To unite and inspire the community of Barrio Logan through a mark that incorporates elements of the neighborhood’s history, tradition, and culture.
POSITIONING:
Barrio Logan is an urban neighborhood in San Diego that is rich in culture and tradition, and is also home to a large community of Latino/Hispanic families. Barrio Logan is known for its historic Chicano Park.
AUDIENCE:
The target audience for the neighborhood re-branding project include: the Barrio Logan community, tourists, and anyone that frequents the space.
BRAND ATTRIBUTES:
• Cultural
• Historic
• Vibrant
• Traditional
• Historic
• Vibrant
• Traditional
BARRIO LOGAN COMMUNITY FESTIVAL:
Barrio Logan will host a yearly community festival as a way to unite the community and simulateneously welcome visitors to the area. Magazine spreads, shirts, pins, and posters are all used to promote tourism and invite locals to join the festivities. The community festival is catered by local restaurants, and features a creative workshop where kids can use their imagination to create unique artwork.
TRAVEL POSTERS:
As part of the Barrio Logan community festival, these posters are used to promote tourism for the area. These travel posters showcase the richness of the community’s history and the vibrant imagery found on Chicano Park’s murals.
TRAVEL POSTERS:
As part of the Barrio Logan community festival, these posters are used to promote tourism for the area. These travel posters focus on the famous Chicano Park Kiosko which is a symbol of the community’s culture and heritage, and represents their unity. The kiosk is designed to resemble a Mayan temple.
