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Case Study

Logo

Branding

Culture.

The De Anza College Latinx Association requested a logo to represent its members. By delving into history, Copa presented
its new logo. Here is how it came to be.

Mesoamerica refers to the diverse civilizations that shared similar cultural characteristics in the geographic areas comprising the modern-day countries of Mexico, Guatemala, Honduras, Belize, El Salvador, Nicaragua, and Costa Rica.

Many groups shared similar deities, although there was considerable variation. Deities that held important roles across Mesoamerica included a storm/rain god, as well as a feathered serpent deity. In Mexico, this storm/rain god was known as Tlaloc, and the feathered serpent deity was known as Quetzalcoatl.

The equivalent of Quetzalcoatl among different Maya groups included Kukulkan (Yucatec Maya) and Q’uq’umatz (K’iche Maya).

To focus on the future the past must be represented.

We start by drawing the eyes and nostrils on the serpent, as well as the large jaws. Quetzalcoatl wouldn’t be Quetzalcoatl without big fangs and a long tongue.

Then we add the feathered serpent’s feathers.

But that’s not enough feathers. What about one for each of the modern countries that now occupy Mesoamerica?

Mexico, Guatemala, Honduras, Belize, El Salvador, Nicaragua, and Costa Rica, representing each Latinx community in an easily recognizable symbol.

Our representation of Quetzalcoatl is more of an icon, a glyph, one that will be more easily readable in every size it’s ever printed or displayed.

This logo was well-received, and we are proud to know it will live on and become part of the history of the DeAnza Latinx Association.

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Now let’s take you on a journey