yourSA

In Spring of 2020, the San Antonio Express-News started on an expansive redesign of their yearly “Readers’ Choice Awards” initiative. It was rebranded as “YourSA”, and it required an entirely new set of collateral to be built, including a new logo, new color palette, and new layout.

 

I designed a logo styled after papel picado, a Mexican folk art made by cutting intricate designs into paper for use at celebrations. I incorporated images of the Alamo and the Tower of the Americas, iconic destinations of San Antonio, as well as traditional patterns. The design was chosen in a company-wide vote to be the new logo.

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With the new logo, the design of the section had a new direction; we wanted the section to be colorful, fun, and celebratory in tone.