Amplify LatinX

A clear path, a distinctive logo, a comprehensive style guide, an elevated cohesive brand. On the occasion of its 5th anniversary, ALX was not only welcoming a new CEO but nurturing ambitious aspirations of advancing LatinX economic and political power, opportunity and leadership representation. To grow its bullhorn and amplify Latino priorities, ALX’s message and brand needed to be clear and confident. Plus, they needed to tackle the complex love-hate emotions stirred by the usage of Latino/Latina/Latinx terminology among different expressing their Hispanic identity.

Inspired by Latinx culture

A visual representation of the ALX mission, the vibrant look takes all that which we have inherited from our Latin roots (Gisela was born in Peru, after all) — in all of its richness and vibrancy and vibe — and celebrates it with a radiance that harkens to the colors, smells and tastes of the mercados from home. With full awareness of how far Latinos have come — and how far we still have to go.

A lush, passionate palette.

Colors speak louder than words. The ALX color palette mirrors the energy and diversity of Latino culture — and its passion. Unapologetically bright and bold. With names inspired by semi-precious stones, these colors celebrate the invaluable worth and brilliance of the Latinx community, the rare and precious nature of our cultural heritage, the gem that lies within each of us.

X logo mark

Distilling the ALX logo bug to the very essence of the X figure, which cleverly holds the A and O for Latinx, Latina and Latino, becomes a powerful visual shorthand that instantly communicates brand identity. See that person represented here? She/he/they are holding their arms up and outstretched, embodying the dynamic spirit of the Latinx community … always open, embracing, and ready to work, celebrate — and amplify — one another.

Exclusive Pattern

A one-of-a-kind creation for Amplify LatinX, this lush and lavish explosion of flora and fauna embodies the richness that is ALX. Every inch a new discovery, weaving together a tapestry of unity — and growth. You truly get lost in a bouquet of PURA VIDA that carries through design use cases in full form, or when thoughtfully extracting pieces as design elements and details. This pattern encapsulates the essence of ALX’s abundance.