Los Olvidados is a second-hand bookstore located in Mexico City. The main objective was to create a place where people could be comfortable. I developed a creative concept based on the idea that second-hand books are the forgotten, thus the name Los Olvidados (The Forgotten), and the slogan "Abandoned stories but never forgotten". The circle represent loneliness, oblivion and a full stop.
The type is a sans-serif that aimed to represent modernity to separate the idea that second-hand books are old.
The logo is a handmade logo all type with a full stop at the end. The colour palette represents the darkness of oblivion but at the same time, white of hope and a bright blue to represent the bright colours of Mexico and differentiate the brand from all the other book brands in Mexico City.
Key Words: Unique / Dreamer / Curious
