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Case Study: Leo’s Tacos — A Logo Rooted in Tradition and Passion
Case Study: Leo’s Tacos — A Logo Rooted in Tradition and Passion
Overview
Overview
Leo’s Tacos brings authentic Mexico City–style street food to Arizona, built on over 25 years of experience. Leo wanted a logo that honored his roots while appealing to a broad audience — something bold, classic, and full of character.
Inspiration
Inspiration
During our first talk, Leo shared his two passions: tacos and baseball. That mix of culture and sport inspired me to explore vintage baseball logos, focusing on circular shapes, bold lettering, and timeless pride. The goal was to design a mark that felt nostalgic yet strong enough to represent his legacy.
Design Process
Design Process
I experimented with multiple directions — from minimal black-and-white versions to colorful options inspired by both Mexico City’s energy and American baseball heritage. Through these explorations, we refined a balance between authenticity and modern appeal.
Final Design
Final Design
Leo chose the red and black emblem for its strength and tradition. The circular badge design and script typography reflect both his Mexican roots and his love for the sport. It’s a logo that communicates trust, passion, and decades of craftsmanship — instantly recognizable and full of pride.
Reflection
Reflection
This project taught me how design can tell a personal story. The final logo doesn’t just represent tacos — it represents heritage, hard work, and heart.
These rough logo designs show the exploration process behind finding the right balance of heritage, simplicity, and personality for Leo’s Tacos.
The first design focused on a clean, classic black-and-white look, meant to capture the timeless feel of old baseball emblems — simple, bold, and easy to reproduce on any medium. It reflects Leo’s roots and his long-standing experience while keeping the design grounded and professional.
The second version introduced the red and black color scheme, inspired by both the energy of Mexico City and the bold confidence of classic sports teams. Red symbolizes passion and tradition, while black brings strength and contrast — together giving the logo a strong, memorable impact.
Finally, the third version incorporated American-inspired colors with a turquoise background to represent Leo’s journey from Mexico City to the United States. This option blended both cultures — the warmth and authenticity of Mexican street food with the fresh, vibrant energy of American branding.
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