Brand Laboratory

Cuaderno de Humanidades CUH Branding and Cover Art for CUH, an inter-university platform created for teachers, graduates and students related to the fields of literature, antropology, arts, among others.

The client wanted a logo that wouldn't require an emblem, so, the characters CUH function both as typography and illustration. Despite the perspective, the logotype can seem to be moving forwards or backwards depending on the viewer's focus point.

To compliment the logo and follow the same design line, polygonal line based illustrations are used as art for the magazine's cover.

This project was developed by José Salazar Pozos / Brand Laboratory in Monterrey, Mexico, in April 2015. 2015 Branding, Editorial Design, Illustration
Tec de Monterrey Undergraduate Research Journal TURJ is an undergraduate research journal, where students read and publish research papers and essays. The association needed a logo, but also an editorial layout for the magazine, which is originally intended for web publishing.

Since students, not scientists, are the main audience for this magazine, it was important that the names, sources, and references were clearly identifiable and legible. A minimalist and clean approach was used in order to convey a modern feeling to the journal, where the grid is almost visible and content is as clear as it can be.

This project was developed by José Salazar Pozos / Brand Laboratory in April 2015. 2015 Art Direction, Branding, Editorial Design
Outcast Brew Branding for Outcast Brew, a craft beer from Monterrey, Mexico.

For this project a logo / emblem, label and other applications were created. The main idea was to brand a very traditional bavarian beer, with a modern and geometric approach. As tradition dictates, many German beers still have old-fashioned crest logos with bears and lions. Here, a Coyote, a representative animal from Mexico's northeastern region and its wild semi-arid weather, comes to portray the brand and its meaning; the animal itself is an outcast, a creature that lives on the fringes and plays by its own rules.

To enhance the Coyotes fierce and angled appearance, a diamond shaped grid was used to create the main shape for the emblem, while small organic details were added (such as the eyes and sideburns) to give it a unique appearance.

Outcast Brew was created by master brewer Ernesto Aldape and the brand developed by José Salazar Pozos / Brand Laboratory, in Monterrey, Mexico, in March 2015. 2015 Art Direction, Branding, Graphic Design
PIEE Annual Prize PIEE is an annual prize for economics researchers, students and teachers, funded by Tec de Monterrey University in Mexico. Due to the nature of the contest, there was a lot of information to handle and distribute, so there was a strong need for a crisp and clean approach.

The logo has an institutional feel but does not attempt to look traditional or dated, and instead presents a contemporary alternative to old-fashioned university emblems. For the first part of the project, besides the logo, flyers, posters and diplommas were created. 2015 Branding, Editorial Design, Graphic Design
Feast of Wolves Logotype and box for Feast of Wolves' promotional kit.

FOW is a race to be held in Monterrey in 2015. People promoting the race wanted an attractive gift for their potential customers and investors. The box and logo were based upon wolves' aggressive and sharp features, diagonal lines and triangular edges are meant to inspire the animal's boldness.

This project was designed in 2014 by José Salazar Pozos while working at Mate Agency, under direction by David Hurtado and Victor Navarro.

2015 Branding, Graphic Design, Packaging
Square Minimal Font A geometric, modular font by Brand Laboratory. 2015 Art Direction, Graphic Design, Typography
Illustrations for FSK (Mexican Textiles) Illustrations by José Salazar / Brand Laboratory for FSK Herencia Mexicana, a Mexican textile brand located in Aguascalientes. The client wanted animal illustrations that could be used for multiple purposes, and that could be easily reproduced.

Also, an indigenous-mexican art feel was suggested, which was reflected in the patterns and textures within the drawings, as well as the animals represented. 2015 Art Direction, Graphic Design, Illustration
OCD Clean / A rather clean font Our own approach to a modern and clean typography, with subtly rounded edges and a thin look. 2015 Art Direction, Graphic Design, Typography
Brand Laboratory Brand Laboratory's own branding and identity. A minimal and modern approach was taken in order to convey the brand's functional aesthetics and its modern design, oriented to the use of lines, blank space and typography as form.

This project was developed by José Salazar Pozos / Brand Laboratory in March 2015. 2015 Art Direction, Branding, Graphic Design
Salad Boy, a custom font by Brand Laboratory This is Salad Boy, a custom font by Brand Laboratory. We wanted to create a handwritten and somewhat polygonal font based on twisted or bent hexagons.

We named it Salad Boy because it's a thin font by conception, but we added the regular and bold options in case more weight was needed. 2015 Art Direction, Graphic Design, Typography
Hi-Poly Illustration A hi-poly illustration created using Adobe Illustrator, where a mix of hi-resolution and low-resolution polygons were designed and then colored to create a realistic yet digital looking, vector based portrait.

This kind of illustration is a tool that can be used as an alternative to photography and allows the wireframe to be used and distorted as wanted.

All work by José Salazar Pozos / Brand Laboratory. 2015 Digital Art, Graphic Design, Illustration
Pointe Dance Center Brand Logo, stationery and social media content managing for Pointe Dance Center. 2015 Art Direction, Branding, Graphic Design