Latin America as such does not exist, not officially at least: It doesn’t have a flag, a coin nor a hymn. Why is it so difficult to define it? Because Latin America is incredibly diverse.
El Museo del Barrio’s custom typeface combines all the popular traditions with avant-garde practices, overlapping the tropical imagery with rational modernity. Conceptualized from the exact point where a straight line acquires a performative dimension. This typography proposes a breaking off with the formalist geometric abstraction of traditional design, responding to a particular economic, politic and social context with unexpected and descriptive elements.
It achieves to define multiple cultures, or better said, an inter-culture as a sole and definitive entity with its own ideology and aesthetics.
For the Latino, Caribbean, and Latin American communities, cultural symbols, such as specific forms, places, colors or textures, take a particular importance, as they are related to familiar emotions that make them feel personal. The combination of these particularities builds new narratives, which are not the same as those of traditional western culture. Similar to Latin American art, we are oriented in this design process by the ambition to give importance to social function, politics and ideology.