Thursday, December 10, 2015

What is wrong with Crowdsourcing a Logo Design?

Many of you are probably familiar with crowdsourcing which is defined by Merriam-Webster as the process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers; a portmanteau of "crowd" and "outsourcing,".  In some circumstances, it is actually a very useful approach to solving certain problems, however that is certainly not the case in design (especially logo design). 

This letter written by AIGA (American Institute of Graphic Arts) to the Tokyo Olympic Committee explains what is wrong with crowdsourcing logo design: 

"Competitions that ask designers to contribute their creativity and hours of work without remuneration in the hopes of their work being selected are against the global standards of professional practice for communication designers. In essence, a compromise of the ethics of the profession that protect the interests of designers, clients, and the potential for extraordinary outcomes. The reason for this is that any remarkable design is the result of a designer working with the client to create an outcome that captures all of the interests and needs of the client and the messages to be illuminated. This cannot be done without a collaborative engagement with the client in advance of designing the results.

Secondly, if the competition is open to the broader public rather than trained and experienced professionals, it demonstrates both disrespect for a universally respected Japanese profession and also suggests that the interests of the committee are served as easily by those with little experience as those with judgment and skill."

Click here to read the complete letter.

Thursday, November 26, 2015


For those of you who celebrate this event, you want to wish a very Happy Thanksgiving and even if you don't, we think it's a great opportunity to reflect, give thanks and be grateful. At arangostudio, we give thanks for the opportunity to create a wide range of work for our clients and ourselves, the chance to express our creativity and to strive to become better every day.

What are you thankful for? Let us know.

In the meantime, here is a great Ted talk on gratitude and happiness that is worth watching.

Wednesday, November 18, 2015

Wedding Invitation is in the Bag

Wedding Branding
Wedding Invitations
Save the Date and Wedding E-vite
María Alejandra y Jairo Andrés

Wedding Invitation   
The bride and groom wanted to send a non-traditional invitation to friends and family inviting them to a beach side wedding on the island of San Andres in Colombia. We created a casual and fun invitation printed on a tote made from recyclable material that guests could use during the weekend of the destination wedding.

Wedding Branding   
Branding was created for the wedding to be used on the invitations and as part of the decoration. This logo was used as a sticker to be placed on water bottles handed to guests at the party.

Not all guests live in the same city or country as the bride and groom, therefore they requested a digital version of the invitation (e-vite) that could be easily emailed.

If you have a wedding, family or corporate event coming up and need a customized invitation, let us know. Call us at (57) 314.394.6302 or email us at We also design save the date invites, rsvp cards and customized decorative items to add to personalize your event.


Friday, October 9, 2015

October is Breast Cancer Awareness Month

We wanted to do our part during Breast Cancer Awareness month by sharing the award winning campaign created for Worldwide Breast Cancer not only because of the great concept and design but also to create awareness and remind people to take certain steps in order to prevent or detect the disease.

Tuesday, September 29, 2015

Congreso Internacional de Diseño No 2

This past weekend, we had the great privilege of attending the Congreso Internacional de Diseño 4GN (International Design Conference) in Bogotá, Colombia where designers from different countries and fields shared some of their insights and fascinating work.

Part of one of the very detailed infographic and visual information created by Nicholas Felton (Feltron)

Close up of a fun illustration by Rafael Esquer of Alfafa Studios for AIGA.

Logo in process created by the great David Carson.

Stefan Sagmeister gave his inspiring speech on Happiness that ended in the audience singing along to the words of a humorous song he wrote.

To learn more about the event and see work by many of the different designers, visit

We left feeling invigorated, inspired and ready to work even harder.

Tuesday, September 1, 2015

New Logo for Google

If you haven't seen Google's new logo yet you can see it here and will soon see it on all of their products.

See how it has evolved.

According to Google, these are the reasons why they updated their logo:

"These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!

Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens. As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).

It doesn’t simply tell you that you’re using Google, but also shows you how Google is working for you. For example, new elements like a colorful Google mic help you identify and interact with Google whether you’re talking, tapping or typing. Meanwhile, we’re bidding adieu to the little blue “g” icon and replacing it with a four-color “G” that matches the logo.

Tuesday, July 28, 2015

go local Relocation Services

Logo design 
Webpage design and development
Business Presentation template  
go local

Logo Design   
The client had a very specific image in mind which was translated into the icon of the logo. The identity had to be fresh, modern and not too corporate. Bright, non traditional colors were chosen to transmit the energy and friendliness of the company. 

A clean and bright webpage was created in both English and Spanish to cater to international and local clients in need of relocation services. Colorful icons were created for easy navigation. Non traditional imagery and photographs were used to differentiate the company from other relocation services, to avoid some of the cliche images commonly used such as globes and to show another side of Bogotá that showcases the city's colors and vibrancy.

Business Presentation Template
A presentation template was designed using the same look & feel of the website. Guides and guidelines were developed to maintain brand consistency throughout. Color palettes, fonts and icons were incorporated in order to make the template easy to use and ensure that all of the elements properly represent the brand.


Tuesday, July 7, 2015

MTV Popland Event

MTV Popland! Event

Invitation Design
In collaboration with Mirona/Nube Dreams Come True

arangostudio is known to collaborate on many projects with different partners and allies. We believe in coming together to provide solutions for our clients or those of other small businesses that can benefit from our joint effort. 

One of our most recent collaborations was for MTV Networks and the launch party for a new soap opera style show called Popland that was taking place in Bogotá. Mirona, the company in charge of organizing the event, contacted us so that we could develop a concept for two sets of invitations. One set that was to be sent to the general public and the other to VIP guests.
The show tells the story of a girl who becomes a paparazzi and how her life evolves around celebrities and gossip. We decided to focus on the paparazzi aspect, creating two invitations that played on the concept of making the guest either a paparazzi taking the picture or a celebrity having his/her photo taken.

One of the original concepts was to create a pop-up card that would resemble the flash of a camera when opened.

For VIP guests, we used point and shoot disposable cameras with the logo and look & feel from the show.

Wednesday, May 27, 2015

New Identity for Renault

 New Logo

Renault's in house design team has rebranded and updated it's logo by modifying the diamond and changing the the font in order to make the identity "bolder, brighter and warmer".

Older Versions of the Logo

The yellow used as part of Renault's branding has been changed to a brighter and warmer tone and is now used as a strip below the logo rather than behind it, thus "freeing" the diamond form a yellow box.

A new typeface was also created and the name was made bigger to improve legibility.

The tagline "Renault, Passion for Life" was added and developed by the in house design department as well.

Tuesday, April 28, 2015

3A Ingenieria SAS

3A Ingenieria SAS

3A Ingenieria SAS

Updating of logo
Brochure, business card and letterhead redesign
Corporate presentation design
Corporate ID Manual

Brochure redesign
Eliminated and simplified a lot of the original copy
Created graphics that were clean, making information easier to read
Used shapes that remind reader of logo
Established a color palette that would help identify 3A Ingeniería and would create a more organized look rather than using a random color palette
Incorporated larger and more relatable images


Business Card and Letterhead redesign
A simple, clean and corporate design was used for the new business cards ensuring that the same font and colors were used throughout all of the communication pieces.

Corporate ID Manual
arangostudio created a manual to ensure that the logo is used correctly each time in every communications piece. Previously, the logo had been used in several sizes, sometimes making it difficult to read, the color of the logo changed and was not always the same blue and there wasn't consistency throughout the marketing material making it difficult to easily recognize the brand. The manual explains how to properly use the logo, color palettes and applications to different pieces, uniforms and merchandising.

Tuesday, April 14, 2015

Hillary Clinton's Logo. Love It or Hate It?

Many of you have probably already seen Hillary Clinton's Presidential campaign logo and you most likely have heard about the mixed reviews.

If you haven't seen it yet, here it is:

And here are some of the comments found on twitter and from design and branding experts:

"Hillary Clinton's logo doesn't make me think of her campaign as much as "take a right to get to the hospital". - Joe See? @inturnaround

"From a communication perspective, I have two issues with it. First, as the arrow crossbar runs horizontally, it suggests an even keel or 'business as usual.' If an arrow was mandatory, it should been angled up to connote optimism and the sense of a new agenda." - Lindon Leader, designer of the FedEx logo

"That's a terrible logo. Subliminal message is vote for Hillary Clinton to move the country sideways." - Richard Hornsby @RichardHornsby

"In politics, a big RED (Republican) arrow pointing RIGHT is probably not what a LIBERAL candidate wants," he said, adding, " - Karl Gude, a graphics professor at Michigan State University

Our initial reaction was that we liked it simply because it was somewhat unexpected when comparing it to traditional and previous political campaign logos. It stands out in that respect. However, when looking at it as a logo, we agree that the red arrow is a big mistake and that as a whole it does seem to have a generic and static feel to it.

While we see some positive aspects of the "H" version of the logo or the icon. We are having a more difficult time with the above configuration of the logo. It just doesn't work.

What are your thoughts? Love it, hate it or just don't care?

Source: Twitter, Creative Bloq, Business Insider.

Thursday, March 5, 2015

Corporate Identities and Logo Design


Logo created for a restaurant that specializes in meat and sells a variety of cuts for customers to take home.



Caicas Flowers

The icon for this logo is a bird called "Caica". These birds are frequently found walking around the farm where the the roses for Caicas Flowers are grown.

Both vertical and horizontal versions of the logo were created.

Go Local

This logo was designed for a relocation agency that wanted something modern, fresh, casual and not very corporate.

Latin Financial Strategies

Brand architecture for Latin Financial Strategies, LFS Auto Leasing and LFS Business Capital.

Estrategias en Liquidez

Branding development for Estrategias en Liquidez.

Structure and meaning behind their logo.

Happy Bees Kindergarten

Happy Bees Kindergarten came to us in need of a playful and cheerful logo for their kindergarten located in La Calera, Colombia.




Common Purpose Clothing

Logo for common purpose clothing, a clothing company whose essence is represented by a flock of flying birds that have a desire to fly higher and further while maintaining a common purpose of staying together, protect and envelop each other and make themselves known as a species.

Page from the Corporate Identity Manual showing the color palette in Pantone values, CMYK and RGB.



Pablo Salgado Photography

Logos for Pablo Salgado Photography who photographs wedding, portraits and more.


Concepts developed for a Aquadek, a system made out of PVC tubes that purifies water.