Jan 17

Behind the Stranger Things Title

if you, like many others, are hooked on Netflix’s Stranger Things, you’ll agree with me that besides the show’s great storyline and superb production, its 80s themed opening titles are refreshingly engaging thanks to the perfect combination of nostalgia – think Stephen King, Spielberg, John Carpenter, John Hughes, and a powerful, eerie synthesized track. If you’ve ever wondered who worked on the design or how it came to be, here’s a brief look into the process behind this beauty.
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Jan 17

La Vecchia Signora + Botox

It’s been a long and much needed break, but we’re back and what better way to reconnect than with a rebrand that is buzzing all over the web, specially amongst football/soccer lovers. As you probably heard, Juventus F.C. recently launched their new identity and branding, courtesy of Intebrand and while most people hate it, there are a few that think it is a refreshing approach. Me? I’ve never been against rebrands, but in this case, I think Interbrand might deserve a red card. Get it? :) Let me explain…
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May 16

Manuals 1: Design & Identity Guidelines


If you are a Designer, brand manuals and guidelines are sacred to you. Well, the good ones of course. And if you are into iconic brands and the great minds and principles behind them, you are going to love this Kickstarter campaign. Manuals 1 offers a comprehensive study of corporate identity manuals from the 1960s to early-80s – the golden era of identity design. Published in a limited edition of 2000 copies in 2014, it is a lovingly assembled collection of 20 style guides. Or as Steven Heller calls them – “sacred texts, revered for how they help shift graphic design from simply an intuitive practice to a rigorously strategic one.”
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Sep 15

New Work: The Branding of Puerto Rico FC

TheeBlog_DiegoGuevara_PuertoRicoFC Whoa! It’s been a long time since my last ‘work’ post (HERE), which luckily is not always a bad thing as it either means it’s been really busy or that my days simply don’t have enough hours. So, to make it up, today I want to share a new project I’ve been working on for a couple of weeks, and that at the risk of sounding like a bad parent choosing between kids, might be my favorite, not only because of its über cool factor, but also because of how it happened, what it represents not only to me as a Designer and soccer/football lover but also to a beautiful island and its energetic, proud and supportive people. Oh, and of course, because I got to meet and work with an amazing client and group of people I can now call friends :) Today I want to share the process behind the design and branding of Carmelo Anthony’s (yup, that NBA Carmelo) Puerto Rico official NASL soccer team, Puerto Rico FC.
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Jul 15

Alphabet of the Countries

TheeBlog_AlphabetofCountries When it comes to logos and branding, we all have different ideas, preferences and taste… but I believe that most of us can agree that ‘country logos’ are usually not the best – specially those who still think that a cutesy hand/brush rendered wordmark surrounded by 75 colors works. Russian designer Pavel Zertsikel explored a different approach, designing custom lettering logos for different countries while creating a lovely alphabet series. His project Alphabet of the Countries is not finished yet, but as you’ll see after the jump, it’s off to a GREAT start!
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Feb 15


TheeBlog_Chinatown I recently found this great project by Mehmet Gözetlik and liked it so much I had to share it. Chinatown is a Chinese translation of the trademarks in a graphical way. It’s a carefully arranged series of artworks showcasing 20 well-known western brand logos with maintained visual and narrative continuity. ‘Chinatown’ pushes viewers to ask themselves what it means to see, hear, and become fully aware. ‘Chinatown’ also demonstrates our strangeness to 1.35 billion people in the world, when you can’t read Chinese. Can you name all the brands?
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Dec 14

Aaron Draplin Logo Design Challenge

If you know me, you know what a huge fan I am of Aaron Draplin. Not just because he’s a real badass and extremely talented, but because he’s one of the coolest and humblest guys you’ll ever meet. Last week, I found this Lynda video featuring the man himself, and I had to share it! Most logos aren’t designed in fifteen minutes, but most designers aren’t Aaron Draplin. Aaron’s a Portland fixture by way of the Midwest, the owner of Draplin Design Co., and an advocate of “blue collar” design: design that works. Here he takes our logo design challenge, creating a dozen iterations of a logo for a fictional construction company. Watch as he sketches, brings his ideas into Illustrator, and tests and tunes the different iterations. Along the way, he provides tips for freelancing, finding inspiration, and providing clients context for logos that won’t just live in PDFs. Enjoy!

Oct 14

Latest Project: Miami MLS Team

TheeBlog-DiegoGuevara-MiamiFC It’s been seven months since David Beckham announced his intention to bring an MLS team to Miami, and even though I’ve never trusted Miami politicians, I was excited because I love the game and would love to get my kids involved in it as I was since a very early age. So, I ignored the “Don’t trust Gimenez” banners – which proved to be accurate – and watched the press conference, joined my local official supporters group and shared the news with friends. Fast forward a few months and we are still in limbo. We have no stadium location (mostly because Beckham is funding this project privately, which means no commissions for local politicians and contractors), we don’t have a team name or even an identity. Needless to say, every other MLS team and city in the US is laughing at us. Now, for a couple of months I’ve been thinking about this issue and the possibility of taking action and doing my part to spread the word and at least get the ball rolling on this subject. Unfortunately, I haven’t been able due to my busy schedule, until now. Last week I had to travel to Chicago for a couple of days, so I realized it was the perfect excuse to disconnect from work, and use a couple of free hours to develop my ideas and build a Miami Team (if you check towards the end, you’ll see real photos of work taking place mid-flight). I challenged myself to develop a complete branding case study in less than a week, and here are the results…
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Jun 14

MIA Sessions x Aaron Draplin

Today we’ll take a little break from World Cup related posts to enjoy a cool interview we recently had the pleasure of producing, featuring the one and only Aaron Draplin during his first ever visit to Miami. MIA Sessions is a local organization created to promote and support a creative community in Miami by generating inspiring content and organizing events (HERE). This interview is the first of many more to come, so please check it out and share it with your friends!

Jul 13

Peter Saville + Lacoste

Found this video last night and I am sure many of you who like Peter Saville, or fashion topics, will enjoy. Known for his iconic and legendary work across multiple fields, Saville was asked by Lacoste to design their Holiday Collector 80th Anniversary edition polos. The result? Saville designed 160 new ‘crocodile’ logos (80 men/80 women), all different, yet all effective and symbolic. This new anniversary collection will be available this Fall.

Apr 12

Hello Brooklyn

TheeBlog-BrooklynNets What started as a rumor-campaign with ‘leaked’ tweets, photos and part owner JayZ’s ’subtle’ hints has finally been confirmed as the new Brooklyn Nets have launched their new logo, campaign and website. As you should know by now, the Nets relocated to Brooklyn after a few seasons in New Jersey. The move, along with a new arena and new look will not only revitalize the franchise and generate a lot of new revenue in merchandise but will also give Brooklyn a deserved home team. Design-wise, I must say I like the strong use of Black & White and boldness which is carried well on promo videos and merchandise. Unlike that garbage Marlins logo we got stuck with… Check out some photos and videos after the jump.
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Oct 11

Movies & Logos

It is no secret that as a society, we are exposed to hundreds -if not thousands- of brands and logos on a daily basis. Logos don’t only exist in the ‘real world’, they can also be found on the infinite number of fictional products and companies featured on TV shows and movies we watch and love. Faux•go is a cool new site that has collected many iconic logos from classics like Karate Kid, Terminator, Coming to America, Dumb & Dumber, Mad Men and many more…
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