Latinx Heritage Month 2025
Visual Design
OVERVIEW + BRIEF
Each year from September 15th to October 15th, Google’s employee resource group (HOLA) celebrates Latinx Heritage Month, honoring the profound contributions and lasting impact of Latinx/ Hispanic/ Latina American descent individuals globally.
Each year Google HOLA comes up with a different theme. This year, HOLA invited all Googlers to embrace 'Fortaleza: Building Community. Connecting Worlds.'
'Fortaleza,' meaning 'fortress' and 'strength' in Spanish and Portuguese, embodies the resilience, courage, and optimism that define our community. This theme invites us to celebrate our strengths and deepen our connections - to our heritage, Google and each other.
Optimistic and celebratory, with colors found in nature: sun and sky.
IMPACT
The Fortaleza brand assets were seen by thousands of Google employees globally that were involved in celebrating Latinx Heritage Month 2025.
MOOD
For Fortaleza’s Latinx Heritage Month direction, an etched, hand-drawn visual style was used, inspired by traditional Latin American printmaking. This aesthetic is deeply rooted in cultural storytelling, seen in Mexican woodcuts, Posada’s historic engravings, and the expressive linework found throughout Latin American folk art.
Although the identity was mainly seen digitally, the etched texture feels handmade, bold, and resilient, echoing the theme of fortaleza (strength). It captures the spirit of heritage passed down through generations, celebrating community, identity, and perseverance. Choosing this style allowed the mood to feel culturally grounded, authentic, and emotionally connected.
COLOR PALETTE
Azul Fortaleza
(Fortaleza Blue)
Pantone 2728 C
R25, G65, B193
C91, M79, Y0, K0
Hex #1941c1
Sol Dorado
(Golden Sun)
Pantone 137 C
R242, G153, B0
C03, M46, Y100, K0
Hex #f29900
Papel Antiguo (Aged Paper)
Pantone 11-0907
R225, G72, B38
C6, M86, Y99, K1
Hex #faf3e0
TYPOGRAPHY
DELIVERABLES
Because this was primarily an online celebration, the deliverables focused on digital assets and internal use. The brand kit was intentionally kept flexible, as it would be shared globally across different regions where production sizes and specifications (like backdrops and banners) varied. The final assets included:
A primary logo, secondary logo, and logomark
GVC (Google Conference Call) backgrounds
Newsletter and website headers for internal use, plus examples of implementation
A “Fortaleza”-themed deck template
Mockups for possible physical items (t-shirts, tote bags, stickers)
A MOMA badge, designed for internal use similar to Google Doodles
IMAGERY
Each illustration was carefully chosen in collaboration with the HOLA brand management team. Each piece of imagery represents a different region and their Latinx culture:
Drums to represent the Caribbean
Coffe beans to represent Columbia
A fan to represent Spanish speaking regions
Cactus to represent the strength of dessert regions in Mexico
A sloth to represent the Andeas
A mask to represent Carnival celebrations
