Naming & Branding
There are projects that have something special, in many cases you don’t know why, but they have that something. We are convinced that the something special in this project was to be able to create our first project in a country we love so much.
When the customer explained the project to us, we knew we should do something different, unusual. It is a new agency of tourist activities, but with the difference factor of proximity and wanting to get away from mass tourism, the one who loses contact with the reality of each place.
We were looking for a close, informal and spontaneous name that is easy to remember and understandable by people who do not speak Spanish or by those who do not speak English. MEXIDO represents a way of understanding tourism through experiences where tourists are in direct contact with the Mexico lived (MEXICO VIVIDO) and discover the essence of the country in first person … I DO MEX. ‘Live the essence of Mexico’ is the baseline that completes and summarizes the brand proposal.
For the graphic part of the brand we looked for a strong typographic base that represented the essence of the brand and we had it very clear from the beginning, the ‘X’ should be the one from the axis typeface designed by Jean Wojciechowski. A straightforward sans-serif, clear and with enough character to convey the brand message. The ‘X’ itself allowed us to naturally develop a graphic element that accompanies the brand and offers a close and fun touch.
For the colours we looked for a chromatic series that represented the colorful Mexican culture starting from the base of the blue, making reference to the ‘Talavera poblana’ as the local identity of the brand.