Growing up in Bogota and coming to New York for college made me realize how much Colombian and Latin American design culture has been influenced by American culture. Design schools in Latin America teach the same things that are taught in the U.S. and European design schools. This creates a gentrification of culture. No matter where you are, the visual language looks the same. I wanted to create a project where I would be able to explore Latin American design, so i decided to explore the visual language that makes Bogotá unique.
For this project I conducted a survey to get a sense of what people from Bogotá think about their city. I sent out a questionnaire to 200 people. Some of the answers were a little bit expected, for example that the colors that best represent Bogotá are grey and red. But this survey gave me a better understanding of how people see Bogotá. I could see that many perceive Bogotá as a chaotic and problematic city, but at the same time they find it to be diverse and full of energy.
After all my research I concluded that what makes Bogotá unique is the beauty that come from its chaos. With this in mind I created a concept and called it “beauty in chaos”. So I started to do more research and look for images that supported this concept.
After exploring my concept I decided to start creating images that represent Bogotá. I chose the letter “B” as the main visual symbol that would represent Bogotá. then i started to explore different colors and textures that could express the idea “Bogotá”. Finally I took all those elements and started to create the following images which are my interpretation of what Bogotá is. From those images I started to create Bogotá’s visual identity.