In this redesign, we addressed the pain points of the existing logo, while retaining a similar visual aesthetic as to not alienate customers already familiar with Zócalo. The result is a logo that feels organic and expressive with the weight that shows the boldness of Zócalo.   

The knuckles were removed from all letters except the ‘Z’, where it was refined, the finials of the ‘C’ were opened up to create more horizontal eye movement, an accent was added over the ‘O’, and the letterforms were slightly thickened.