Commercial work as freelance for Duende Press (Portland, Oregon, USA)

Challenge

Duende Press is a publishing company specialized in transformation and personal growth.

It takes its name from flamenco. In flamenco “duende” means the energy, the soul, the creativity… which lives inside the artist and arises during the performance.

The company offers ghost writing, editing and design services.

The company was looking for a clear design including a writing element which expresses personal growth, but not using any flamenco reference.

Idea

The idea behind the symbol is to express the growth from the inside to the outside and the writing instrument as the tool to make it real.

Duende Press logotype