// DARK MATTER GRID / CASE STUDY 10BRAND IDENTITY · CULTURAL COMMUNICATION
Cotorreo
Keep Spanish
in the public ear.
READ THE STORY ↓CLIENTArely Guzman Jasso
ROLEStrategy, Identity & Art Direction
FOCUSCulture, Language & Belonging
How do you make a language feel public, hopeful, and shared?
In an increasingly xenophobic environment, speaking Spanish can be treated as something to justify, soften, or hide.
Cotorreo needed an identity that could become a beacon: reconnecting people to home and roots while welcoming bilingual, monolingual, heritage, and beginning speakers into the same conversation.
MISSION / 01A beacon of
hope and community.
Cotorreo gives Spanish speakers a visible place to connect with home, roots, and one another without grading anyone’s fluency or identity.
cotorreo
02 / THE ORGANIZING IDEAKeep Spanish
in the public ear.
Belonging became the design brief.
The system had to feel culturally specific without collapsing Latin identity into one region, flag, or stereotype. Every choice works toward invitation, recognition, and confident public presence.
01BUILD WITH LANGUAGE
Modular forms behave like syllables: individual pieces that gain meaning when they are assembled, repeated, and shared.
02GIVE VOICE A MESSENGER
The parrot makes communication visible. Familiar across Latin America, it brings personality, memory, and the pleasure of being heard.
03WELCOME EVERY FLUENCY
The system never tests cultural legitimacy. Native, bilingual, heritage, and beginning speakers all enter through the same open door.
A bird built from language.
The parrot is the strategy made visible. Geometric fragments act like building blocks or syllables, assembling into a recognizable messenger for communication, repetition, memory, and joy.
01 / FORMULA
+VOICE / MEMORY / CONNECTION BUILDING BLOCKS
BECOME A MESSENGER.02 / RESPONSIVE MARKONE BIRD.
MANY VOICES. 06 / TYPE + COLORClarity carries the message.
Basic Sans keeps community information direct and legible. A compact palette balances trust, warmth, energy, and openness, giving every expression a shared visual cadence.
TYPE SYSTEM / BASIC SANSHablar es
pertenecer.ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz
Á É Í Ó Ú Ü Ñ
0123456789
PUBLIC NAVY#091B31
CONVERSATION RED#D63F28
MANGO#F6A02A
COMMUNITY AQUA#74B4BA
PAPER#DBD3BF
One name.
Many voices.
The alternate wordmark lets the palette enter the language itself. Color shifts by letter, but the rhythm and message stay unmistakably Cotorreo.
ALTERNATE WORDMARK / COMMUNITY VOICEcotorreo
Keep Spanish in the public ear.
A recognizable messenger for a language that refuses to disappear.
Cotorreo reframes Spanish from something defended in private into something heard in public. The final identity gives the community an inviting voice, a culturally expansive symbol, and a flexible system that keeps conversation moving.
VISIT SOMOS COTORREO ON INSTAGRAM ↗
