For client José Hoek, a Venezuelan musician, we’ve created a visual identity for his music album “TORO” (bull in Spanish), which was launched in 2023. The entire concept for the music video and editorial was inspired by the historical bullring in Caracas “Nuevo Circo”(1919).
For the graphic approach, we drew inspiration from the architectural details of the building and various graphic archives from its golden ages, such as posters from 1919 and tickets of the bullring in 1949.
To design the logo’s typography, we used a customized version of STEP MONO MASTER, a font that was found in the inauguration poster of Nuevo Circo. We also incorporated graphical elements that resembled bull horns to evoke the arena’s origins: a bull square. For the album of the project, we chose FUTURA (1927), type found in the archive’s ticket, combined with Ortica Regular, a contemporary font similar to the one used in the archive poster, as the main typeface.
The visual identity of “Toro” revolves around the color red, which is not only a predominant color of the building but also representative of toreros (bullfighters).
In addition to the emblem, we created several illustrations, packaging, and merchandise for the project.
