Destino 191

Destino 191 is an initiative created by Foundation Puerto Rico to make tourists and locals interact with the (not so visited) Cubuy neighborhood in Naguabo with a final destination to El Yunque National Forest. 191 is the main road that takes you through the heart of Naguabo to this less-known entrance to El Yunque. That's how we came up with the name Destino 191. The icon was inspired by the three important things: flora, fauna and destiny. An abstract shape was created where you can see a plant leaf and the leg of the coquí (Puerto Rico´s native species of frog). We added the location icon to emphasize the premise “this is your destination”: El Yunque). We played with this icon across most of the applications of the brand to establish how versatile it can be. We selected a display font for its casual, friendly and cheerful style. We adapted the logo in various formats, some more formal (for documents, signage, etc.) and others more casual (for merchandise, digital content, etc.). The illustrations were recreated with more details of textures and shadows, maintaining the free and fluid style of the initial proposal. Also, the zig zag graphic was adapted as a variation of the icon.