logos: Making a strong mark- P8:when it comes to creating strong logos, design and implementation are the last steps along a long design of a visual inentity essential to the maket-ing of any brand because logos are maketing tools | 89 Youth and Sports Market Client SPIC Spanish People in Control Brooklyn. New York USA Agency The Missive New York. New York The Challenge During the 1970s. ethnic pride was the realm of revolutionaries who sought change and employed T-shirts headgear and badges as vehicles for the symbols of their stated cause. The current trend toward customization and individuality in fashion and accessories has seen the reincorporation of powerful political statements into apparel and accessory designs reminiscent of the flags once worn by young political activists. SPIC Spanish People in Control is a Brooklyn-based fashion and accessories retailer that wanted a strong ethnocentric statement on its summer 2004 product line. An acronym can in itself be a major design hurdle simply because it begs for a conventional solution. But the real challenge The Missive confronted was that the T-shirt and watch collection needed a bold graphic presence that could be legible in a variety of applications while representing the pride and diversity of this large and growing population. The Process For the sake of legibility The Missive blended the acronym and its literal meaning into a clean typographic treatment using Helvetica as its base. The brand s color palette takes its influence from the blues and yellows found in the national flags of many Latin countries intended to represent all Latinos living in the United States. The Result Swatch has expressed strong interest in licensing tha brand for its fashion watch collection. In addition the identity s color palette has received broad approval from its target audience. I I I I t I I I To bring instant comprehension to their client s acronym The Missive encapsulated each word within its letter 98pt6 443 Greenwich Street Suite 5A New York. New York 10013 USA 212-625-2054 info@ 12-13 67 Ana Martins Public Relations Inc. 100 Wesl 57th Street Suite 17G New York New York 10019 USA 212-333-2085 anam@ 166 Bergman .
