Cien por 35
Cien por 35 is an art gallery and store start-up featuring local Puerto Rican artists and artisans. Puerto Rico has a rich creative and art community, but, outside the metro area, there are very few resources for artists looking for a high end audience. This is the gap that Cien por 35 looks to fill. The owners are local Puerto Ricans from the northwest side of the island. They want to position themselves as an alternative for artists and clients, both locals and tourists, looking for a high end art and gallery experience outside the San Juan/Metro area.
100 miles long x 35 miles wide
It was important to the brand to focus on local artists, but also to be part of the community. I wanted to refer to Puerto Rico in a way that locals could easily understand and not be cliche. Often the locals refer to the San Juan area as the Metro. Any other area is called “the island”. This was the concept in the naming of the brand. By using the island’s measurements (100 miles by 35 miles), we emphasize that Puerto Rico is more than just the metro area and that there is talent on all sides of the island and all of it is worth exploring.
To create a distinctive and memorable mark, I first looked at the brand attributes: Community, high-end, local, unique and artistic. With the brand audience in mind, the name was chosen because of its easy translation in two languages (spanish and english). For this reason using the numerical 100x35 was used to create a logo. I wanted to subtly reference the island shape and did this by incorporating the outline of the island within the logo. The negative space is also used to create an arrow, indicating measurements and movement.
A color palette and typography helps express a brand's attributes and voice. A sans serif is used, along with black and white to create a feel of elegance, keeping our high end audience in mind, gold was added as a secondary color.
It is important to Cien por 35, that people understood their story and the connection to the brand name and logo. A logo animation was created that emphasizes the concept behind the naming of the brand that would be used on social media and during launch events.