Process for Comunidad Initiative | Commissioned by PepsiCo for their new internal initiative at the corporate headquarters.
PepsiCo wanted the branding for Comunidad to be inclusive, friendly, and approachable. In discussing with their Hispanic employees and some inter-office brainstorming, I came up with the idea of having hands or people as the primary element. The symbol will showcase PepsiCo as an inclusive and caring company, even without the wordmark accompanying it.
In creating a wordmark for Comunidad, both PepsiCo and I wanted to shy away from stereotypical and overdone portrayals in the typography. The type treatment presented to PepsiCo included a mix of sans-serif types mimicking PepsiCo’s own branding as well as hand-drawn typefaces to offer a friendly, approachable image.
Exploratory color palettes
Hispanic culture has many significant events, ideas, and looks. PepsiCo wanted to bring that familiarity to this initiative. I landed on some significant Latino cultural events and complied color palettes based on them.
The final logo can be viewed here: