GPHCC Corporate Identity
The Greater Philadelphia Hispanic Chamber of Commerce, or GPHCC, desperately needed an update to their graphic identity. After many meetings with the staff, board president and other high-profile members, and after many possible incarnations, this new logo and identity was enthusiasticly embraced.
The specific issues were complex, but the core theme that the Chamber wanted to address was the vibrancy and growth of the Hispanic marketplace and workforce. The other issue was that any traditional latino or hispanic motifs were to be avoided. The board's insistence was that the identity be viewed as contemporary and not stereotypically "caliente."
With the exponentially expaning rays, the new logo captures the growth of the Hispanic market and workforce, which is the fastest growing segment of our population. In addition, the new logo literally vibrates on the page in both small and large reproductions. This aspect particularly pleased them because it addressed what it means to be culturally hispanic, but not in a stereotypical manner.
