Latinos in Tech is an industry-wide initiative that invites Latinos in the tech industry to connect and engage. The organization, which is housed at Facebook, formed a few years back, gaining steam incrementally through events in the Bay Area and, eventually, at other locations where Facebook has a presence.
As the organization matured and grew, the team at Facebook increasingly felt that its visual identity — which was created internally — no longer felt appropriate to the scope and ambitions of the organization. In particular, the team wanted a logo that felt representative of the group. That meant crafting an identity that would be equal parts latino and tech, without falling prey to stereotypes or visual clichés about latinidad or technology. The key notes to hit: bold, vibrant, human, approachable, authentic, and high-tech.
In short, as the brief said: “we’re now ready to start with a fresh approach that balances the aforementioned attributes with the cutting-edge technologies our community builds.”
The deliverables included a logo design and the development of the brand identity, applied to posters, t-shirts, pins, and other swag–just in time for an upcoming event five weeks out.