Salón Sociedad — Branding

Salón Sociedad — Branding

In addition to the architecture project, we developed the visual identity for Salón Sociedad which is a renovated hall/bar located inside the complex Sociedad Cuauhtémoc y Famosa, a club for Heineken Mexico's staff and associates. The visual system is based around a series of elements inspired by the heritage and nature of the complex which was created for the entertainment and social gathering of its staff. We created a series of illustrations and icons, and selected a series of antique photos of the complex for its use in the brand.

The brand includes a variable logo system which reflects a more free and flexible environment. We designed a series of typographic logos inspired by types and layouts from the era of the SCYF's birth, and an icon of an architectural arc, that represents the new and reconstructed hall.