I was asked to create a new logo for one of the company’s trade shows, which audience are professionals in the Hispanic grocery and restaurant industry. The marketing department wanted a more refined, yet friendly logo that would appeal to the B2B exhibitors and attendees. I took the color palette from some hispanic food imagery, and used Museo Sans Display Black as the main font, which seemed a bit more professional than the previously used display font, and would hold the color and structure of the logo at smaller sizes. The pan and spoon substituting the letters “i” and “o” was a collaborative effort between the marketing team and I; I had used other utensils in previous iterations, but this image seemed the most cohesive and aptly summarized the theme of the show.
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