Facebook: Latinos in Tech Rebranding

Facebook Latinos in Tech shirt 1

Facebook Latinos in Tech shirt 2

Latinos In Tech Color 01

Facebook Latinos in Tech Logo Option B

Process

The prompt sounds simple. But simplicity can contain tremendous complexity. And that, precisely, was the task at hand with this logo: to distill tremendous complexity into a simple form. To represent the immense history and scope of Latinidad, which includes hundreds of languages and dialects, ancient civilizations, world metropolises and cities and towns up and down the Americas and beyond.

We explored popular vernacular, modern and contemporary art, landscape synthesis, op-art and midcentury Latin American design. Finally we landed on a direction inspired by:

a. The geometry chips and circuits abstracted into straight lines and sharp angles
b. Geometric patterns and motifs recurring throughout Latin America
c. Contemporary linework and typography

We added hand-lettering extrusions and a vibrant color palette to create a deeply relevant, contemporary, versatile mark that can expand almost endlessly.

Latinos in Tech Shirt 04

Latinos in Tech Shirt 03

LiT-PosterA-01

Latinos In Tech Poster 02

Latinos In Tech Main

Latinos In Tech Main Med

Latinos In Tech Main SM

Facebook Latinos in Tech pin

Results

The Facebook team selected a direction and we set out to explore different color palettes for the logo. We developed three different color palettes, and applied over 20 permutations of color to the logos, plus a black-and-white application.

Because of the logo’s intricate line-work, size-versioning was a big part of the delivery process. We created a set that was adapted specifically for smaller uses with a thicker outline that can reduce comfortably (see the enamel pin?). Different color uses were explored for different sizes and a guideline document delivered specifying which logos and colors can be used in certain sizes.

Finally we began applying the brand to different surfaces. We designed graphics for posters, t-shirts, water bottles, backpacks, buttons, and, yes, the enamel pin. The brand was unveiled in June 2018 at Facebook HQ in Menlo Park.

This project was a winner in the 2018 Communication Arts Typography Competition, appearing in the Jan/Feb issue of the magazine.

I am super excited about the designs [In-House] has created!! They literally made me cry when I opened the first batch of logos you sent. Your ability to take [Creative Director] Leonardo’s cues, run with them, and return a product we felt passionate about is an elevating experience.  I love how art can have that kind of impact.

I cannot say enough wonderful things about your creativity, professionalism, passion for your work, and understanding of what we were trying to accomplish.

Olivia San Miguel
Facebook Latinos in Tech