Cambio en Clave is a project that has been active for almost 20 years and has as a main goal to create community through art, specifically dancing to a rhythm that identifies us as Puerto Ricans, Salsa! After being forced to stop due to natural events that impacted the island such as earthquakes, COVID, and hurricanes, the project finally resumed, and as a strategy to strengthen its comeback, a refresh to the brand look and feel was brought to the table.

The project’s logo is a visual representation of “la clave” which is the rhythmic pattern on which Salsa music is based. In its initial conception, the logo contained effects, gradients, and shadows that brought dimensionality to the logo. However, this effects were hard to reproduced in several mediums which affected visual consistency.

In order to visually improve the brand’s look and feel we simplified the logo by keeping its simple shapes and using solid colors which enhanced its visibility. Also this modification made it easier to be reproduced in a wider range of mediums which made it more practical. Color palette was also modified with a more subtle black and a brighter orange which are the brand’s main color. Also a dark blue was added for a more corporate look. Color blue is also associated with trust and loyalty which has been key to the project’s success.