FOR IMMEDIATE RELEASE

Embracing Cultural Heritage in East Los Angeles

Self Help Graphics and Art, a community arts center in East Los Angeles, underwent a transformative rebranding project from April to December 2018. Inspired by the grid structure of Aztec and Mayan hieroglyphs, designer David Jimenez created a custom display font to revitalize the center's brand identity, reflecting its rich history. The new logotype and typeface were meticulously crafted through laser cutting, letterpress, and screen printing techniques, paying homage to the center's printmaking heritage.

The goal was to provide Self Help Graphics and Art with an identity that embraces the community arts center’s value, mission, and history in East Los Angeles. Self Help Graphics and Art started in the context of the cultural identity and political empowerment of Chicana/o and Latinx artists, and the rebranding aimed to celebrate and revitalize this heritage.

David Jimenez, the designer behind the project, overcame creative and technical challenges to develop a new identity that appeals to a more diverse and contemporary audience while communicating the rich heritage of Self Help Graphics and Art. The project involved extensive research into the center's history, rounds of explorations, and revisions to ensure the new identity resonates with the community and reflects its values.

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