As the Art Director for OF THREADS, I envisioned a brand identity that is deeply rooted in the mission and authentic perspectives of Mexican Americans—a narrative that speaks directly to our shared experience as Chicanos. My goal was to develop a visual identity that seamlessly blends tradition with modern craftsmanship, crafting a layered story of ancestral strength and contemporary resilience.
Central to this vision is the logo, which was meticulously designed to evoke an ancient aesthetic. I wanted the logo to be more than just a visual identifier—it needed to symbolize the deep history of Mexican heritage and the decades of expertise that Alma and Sergio bring to their craft. To achieve this, I drew upon indigenous symbolism and ancient design motifs, ensuring that every element paid homage to the rich cultural roots and ancestral wisdom of our community.
At the heart of the design lies a powerful sun motif. In many indigenous cultures, the sun represents life, renewal, and continuity. For me, this symbol works on multiple levels. It is a nod to our ancient ties, evoking the traditions and enduring spirit of our heritage. At the same time, in today’s immigration political climate, the sun stands as a beacon of hope and resilience—a symbol of clarity and truth that illuminates the path toward understanding and progress, despite the turbulence we face.
To reinforce the sense of timelessness, I incorporated subtle distressed textures and aged effects into the design. This treatment gives the logo an “ancient” feel, as if it has been carefully crafted over centuries. Such detailing not only communicates the enduring legacy of Mexican culture but also serves as a reminder of the depth and history that informs our collective identity.
Ultimately, the logo for OF THREADS is a harmonious blend of tradition and modernity. It encapsulates a narrative of ancestral strength and modern resilience—a visual story that honors our past while inspiring hope for the future. This design stands as a testament to the enduring spirit of our heritage, a beacon that continues to shine brightly even amidst the challenges of our contemporary landscape.
When shaping the identity for Of Threads, I aimed to create a brand that bridges the ancient and modern, personal and collective. Drawing on ancestral influences like geometric patterns, earthy textures, and cultural symbolism, I crafted a visual language that honors our heritage while embracing the future. For me, it’s about more than design—it’s about creating meaningful connections and celebrating the shared experience of navigating dual identities.
