Naming a cultural marker

For decades, Popular Inc.’s headquarters have been located in downtown Hato Rey, Puerto Rico.The building, commonly known as Popular Center, had never been officially identified as such. It was one of those names that reached common use by the constant reference of its employees. We had the task of giving visual life to this abstract, yet physical cultural marker.

We studied the typographic gestures of Banco Popular, those on its iconic buildings, some with more than 80 years old. Letterforms were compared, contrasted and ultimately studied to serve as canvas for a custom set of letters that were drawn for the building. The novelty letters Popular Center were hand drawn, digitized and produced as signage used throughout the facility.