The goal for this logo was to create a unique identity for Chocelotl that celebrated their Mayan roots as well as communicated a sense of luxury and richness.
The process for this logo included researching the history of cocoa production in the Yucatán, looking up Mayan architecture and art, as well as reading about the landscape of Belize itself. The concept for the name played off of the combination of “chocolatl” the traditional Mayan drink, as well as “ocelot” a native wildcat to the region.
The final logo utilizes traditional Mayan stylization with the imagery of an ocelot. The blocky shape and thick lines convey a sense of weight and richness, while the intricate carving patterns speak to an attention to detail and a longstanding tradition of artistry. The logo is paired with Din Condensed, to mimic the shapes in the logo and provide a strong visual base for the mark to sit on. The slight customizations to the type help set the scene for Central America and strengthen the overall effect.
Texas State University
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