About this Project
Graphic Standards Manual | Corporate Design
This project was developed as part of my Corporate Design course, where the challenge was to build an original brand from the ground up. I created Ay! Chamo, a Venezuelan arepa bar that fuses bold culinary culture with vibrant, expressive visuals. Every element—from the voice and tone to the color palette and logo structure—was designed to reflect the warmth, energy, and personality of Venezuela.
At the heart of the brand is a custom logotype, crafted specifically for Ay! Chamo to convey a unique voice that couldn’t be replicated with standard typefaces. The design process involved extensive sketching, experimentation with letterforms, and refining the logo until it fully captured the brand’s identity—playful, loud, and full of flavor.
Typeface Development Process
The custom logotype for Ay! Chamo is more than just stylized text, it’s a visual expression of Venezuelan culture. The type design process began with hand-drawn sketches inspired by the graffiti commonly seen across urban walls in Venezuela. This raw, expressive street art, full of movement, bold strokes, and attitude, served as the foundation for the personality of the brand.
Each letter was carefully developed to strike a balance between playful and structured. I experimented with exaggerated forms, irregular baselines, and organic curves to mimic the spontaneity and energy found in graffiti, while still ensuring the logotype remained legible and functional across brand applications.
This phase involved a high volume of sketching, refinement, and iteration. From rough marker drawings to digital outlines, every curve and spacing choice was intentional, aiming to preserve that hand-crafted feel while achieving visual cohesion. The final result is a custom typeface that’s vibrant, loud, and unapologetically Venezuelan, acting as the visual voice of Ay! Chamo.
Final Logo
