Puerto Rico Leads las Americas Brand Identity Design

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Puerto Rico Leads las Americas (PRLLA) is a project where various brands, companies, and organizations join together to end the spread of COVID-19.

Using the commonwealth of Puerto Rico as a pilot, the Multi-layered Air Defense Strategy (MLADS) has been successfully implemented in various buildings and businesses throughout Puerto Rico. These efforts, we hope, lead the rest of the continent and helps put a stop to the coronavirus.

Colors for the PRLLA project were selected for two reasons. On the one hand, we wanted to create a vibrant identity that conveys the message of the brand: Unity, togetherness, and celebrate once we win the battle against COVID. On the other hand, we wanted to include one additional layer of complexity. In Puerto Rico, the "Vejigante" is a folkloric character that is commonly seen in festivals, carnivals, and other celebrations. While the origins of the Vejigante were not related to COVID, it was used in Puerto Rico to celebrate victory over an evil force or other mythical characters in Puerto Rican folklore.

As these characters oftentimes used bright colors, we wanted to include the bright colors to pay homage to the Vegigante, a folkloric character that celebrates the defeat of an evil opponent, like COVID.

Lastly, the colors are arranged to simulate 9 layers - the 9 layers of the MLADS used by Puerto Rico Leads las Americas to stop the spread of airborne pathogens.

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