Its, Américas

Overview

“It’s, Américas” is a digital archive born from a collaborative research project led by William Acree and Juan Carlos González Espitia. Supported by a Collaborative Research Seed Grant from Washington University in St. Louis’s Center for the Humanities, this project delves into the vibrant and influential street culture across Latin(x) America.
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The primary aim of “It’s, Américas” is to capture and showcase the essence of street life in Latin(x) America. By examining the daily interactions and cultural expressions in public spaces, the project reveals the deep-rooted impact of street culture on commerce, urban organization, social beliefs, and community identity from Canada to Chile.
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To represent a diverse group of cultures and races, we needed a brand that embraced this variety. Our approach centered on creating a logo that could change constantly, symbolizing the ever-evolving nature of Latin(x) street culture. Instead of a static logo, we developed a flexible design system where "It’s, Américas" is written in different fonts, styles, and contexts. This adaptability allows any culture to see themselves in the brand.