BRIEF
Florentino is a Nicaraguan leather footwear brand focused on contemporary pieces with a refined attention to elegance and detail.
The brand required a monogram-based visual identity that could be easily applied across its products, particularly through engraving and embossing on leather. The objective was to create a strong, abstract, and elegant symbol capable of conveying sophistication without positioning the brand as overly premium or inaccessible.
SKETCHING AND VECTORIZATION
During the conceptual phase and market research, it became clear that the identity needed to retain the classical structure of a monogram while introducing a more contemporary and abstract treatment. Initial concepts were developed by hand, exploring geometric compositions until achieving a balanced and solid structure. The final symbol is constructed from the interaction of two "F" letters, creating symmetry and harmony within a defined framework. The diamond-shaped form reinforces a sense of refinement, subtly referencing the idea of a gemstone without literal representation. During vectorization, proportion, legibility, and surface adaptability were carefully evaluated—especially considering leather applications, where precision is essential. The result is a structured, versatile monogram designed for consistent application across various formats.
LOGO VARIATIONS
COLOR PALETTE AND TYPOGRAPHY
The color strategy focused on differentiation within a market dominated by gold tones as a traditional representation of luxury. Instead of following that path, red was chosen as the primary color, creating a strong contrast within the category and reinforcing the brand's distinctive character. Secondary colors were intentionally selected to introduce contrast and balance within the visual system. This combination creates a versatile chromatic foundation that adds dynamism and personality while maintaining coherence and refinement. The typographic system incorporates subtle handwritten influences that complement the abstraction of the monogram and add visual fluidity. This balance allows the identity to project strength and elegance without overstating a premium positioning.
