I put a lot of restrictions on myself for this project, and I really struggled with it. I wanted to design a logo that didn’t use stereotypical Mexican images such as cacti or sombreros, so instead I used bright colors and a tile design that reflects a design aesthetic that might be used in a Mexican home. This evokes feelings of safety and security that will make the customer more likely to explore the brand further.
My mom helped me a lot with the design and colors, and my dad gave me feedback to refine the design. Just as a note, I will be referring to the words in my design in italics, so whenever you see a word in italics, it is one of the words in the logo.
My mom actually had the initial idea for this design, we had watched Encanto and talked about using a tile pattern in this logo. We started by really quickly laying out the words, and making a tile. The tile is actually from one of the decorative fonts in Affinity and we found it as we were looking through for the cursive for the first word. The tile is arranged almost be a beginning to the cantina, and the tail of the a leads into the c of the cantina.
I moved the la to the right a bit, because it felt too separate from the cantina. I also moved the tile up, because I wanted to center it horizontally with the cantina.
I shifted the la again so that it lined up with the top right line of the tile, and I added color to this iteration. The deep blue provides a base for the other colors, and the bright reds, yellows, and greens add a playful and inviting feel to the logo.
I changed the font of the cantina because the font I was using before was plain and didn’t add to the aesthetic that I was going for.
For the final design I adjusted the elements one more time, moving the la further to the left, and the tile down and to the right. I also included a black and white version so that it can be used when a color version isn’t available.
This project was very difficult, and I really struggled with it. I really wasn’t coming up with any ideas, and nothing I did helped. I didn’t do a very good job on it, and I’m not proud of it, but it is finished.