Gozos

Wordmark drafts, mascot discards, and the full guidelines deck behind the identity.

The Gozos lockup on the shop window, the room behind it out of focus

The Wordmark

Two punchy syllables, open vowels, built for a custom display mark with bounce that was hand-drawn.

Gozos wordmark, final version, in Deep Cacao
Round, plump, a little inflated. Like biting into an arepa. Bounce in the baseline, closed egg-round counters.
Discarded Gozos wordmark — clean geometric sans with a flat baseline
Flat baseline. Clean, geometric, no bounce anywhere. Lost because of the lack of bounce and boldness.
Discarded Gozos wordmark — elegant swash-heavy script
An elegant, swash-heavy script. Lost because it skewed toward a bakery, not so playful as needed.
Discarded Gozos wordmark — a connected, brush-lettered script
A connected, brush-lettered take. Lost because it read as a signature, not a mark that could stand alone.

Color

  • Sol
  • Cacao
  • Masa
  • Onoto
  • Jalapeño

Type

Report: Report type specimen — Bold, Semibold, Regular

Three weights, three jobs. One short specimen line, not the full type page.

The Mascot

Built as line art, not shapes, which is why it never inverts and why the linework alone has to carry the character.

Gozos mascot, final version — a winking arepa with a tongue out
Discarded Gozos mascot — reads as a human face
Reads as a human face, not a folded arepa. The perspective makes it difficult for the filling to read as food inside of it.
Discarded Gozos mascot — reads as generic curly hair
Reads as generic curly hair, not the arepa’s own filling. The wink and tongue survive, but nothing about the shape says food.

Guidelines

Construction, measured contrast ratios, colour usage and production notes.

Gozos brand guidelines — wordmark spread Gozos brand guidelines — logo spread Gozos brand guidelines — misuse spread Gozos brand guidelines — construction spread Gozos brand guidelines — color palette spread Gozos brand guidelines — contrast & legibility spread Gozos brand guidelines — logo color usage spread Gozos brand guidelines — typography spread Gozos brand guidelines — mascot spread Gozos brand guidelines — graphic elements spread
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