Santi's Tacos

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The purpose of this project was to recreate a logo and use it to rebrand some collateral. Santi’s Tacos is a Mexican restaurant in San Marcos, Tx. The current logo that they use on their menu is a mustache with their name on top that uses a snake in a sombrero as the ‘S’ and a cactus as the ‘T’. They’ve also painted different versions of a Santi character on their building and food truck, so I decided to make him the focal point of the logo. I felt the Santi logo should be as crazy and vibrant as the restaurant’s style of murals and various Santi’s they showcase on the building. To do this I gave him quirky traits such as the crossed eyes and chipped tooth. Lastly, I chose a similar font to the one used for the first Santi logo they made. The rounded, irregular geometric shapes remind me of Aztec art and help allude to Mexican culture. I did alter the font slightly by changing the shape of the apostrophe to the shape of a tortilla chip and opening up the counters.