The Fonseca Group

Our task: create a design system, starting with the logo, to represent an energetic, people-oriented company in the hospitality industry, with a heritage that spans three generations of smart, progressive leadership. 

The results: an award winning logo in shades of dark blue, gold, and white, with the letter “F” replicated in a geometric style that symbolizes building blocks and evokes connectivity and growth. It is both timeless, yet exciting and dynamic; combining tradition with opportunity.

Rolling out the visual identity, we created the brand guidelines including the color palette, fonts, and use of design elements such as the favicon and color variations on the use of the geometric “F” illustration. We applied this work across brand touch points, including business cards, email signatures, signage, branded decals for a fleet of trucks, and a LinkedIn company profile page.