Throwback
Rio Creativo was the very first digital logo I created for myself as a graphic designer. It originated from a project in my illustration class, where we were introduced to Adobe Illustrator and challenged to create our initial brand identities. For my design, I chose my nickname, “Rio,” which had been my tagger name in high school and the name my family calls me by till this day.
The style of the logo was directly inspired by the swift hand movements I made while spray painting in the streets. As a tagger, clarity and speed were essential—producing something readable quickly and quietly to avoid unwanted attention. Upon close inspection, you’ll notice the logo consists of only three strokes: a zigzag line forming into a circle, intersected by two clean, straight lines. The dot above the “i” was achieved using a precise spray paint technique, releasing pressure from the can at the exact moment needed to create a distinct separation between the dot and the stroke.
At that time, everyone in the class was new to design software, and we all faced our struggles as beginners. Despite my own frustrations with the complexities of Adobe Illustrator, I successfully created a logo that resonated deeply with me. Naming it “Rio Creativo” gave me a unique spin on the word “creative,” making it even more personal. Being only 19 then, I often found the challenges overwhelming, but creating Rio Creativo became a defining moment in my journey as a designer.
Brand Evolution
As the years passed, I moved beyond Rio Creativo and introduced a new brand: “Mendoza.” During this period, my design style began to mature and took a clear turn toward minimalism, marking the first time I genuinely recognized minimalism as a distinct artistic category. For the Mendoza wordmark, I selected the “Romance Fatal” font. I was drawn to its playful and whimsical quality, reminiscent of Alice in Wonderland, yet I refined it by aligning the baseline for a more polished, minimalist aesthetic.
I vividly recall presenting the Mendoza logo in class. Our designs were carefully mounted onto black boards and protected by delicate translucent paper, which amusingly resembled toilet seat covers. It was a humbling and unforgettable experience that deeply influenced me. After graduation, as I changed personally and even stopped cutting my hair, the Mendoza logo gradually became less representative of my identity. It turned into a nostalgic reminder of my formative years.
Though I have since moved forward creatively, both Rio Creativo and Mendoza hold significant meaning for me. They symbolize the foundation of my design journey, reminding me of how I began and the growth I’ve experienced along the way.
Lifetime of Inspiration
Some of the fondest memories of my life revolve around the release of the Nintendo 64. I vividly remember the excitement I felt as a child, staring at the iconic logo on the box right before unveiling the console itself. After countless rough sketches, my current logo emerged as a tribute to that cherished memory.
Logo Work
The following logos are highlights of my career.
