Fundación Gladys Palmera presenta:
LATINA
Visual Identity for Latina, an Exhibition by Fundación Gladys Palmera at Casa América, Madrid
The Latina exhibition tells a story of resistance, transformation, and cultural affirmation, beginning in the 1920s when the emerging entertainment industry catapulted major artists to fame, and continuing through the 1970s and 1980s, when Latina divas began taking control of their careers amid the rise of feminist liberation movements.
Through a collection of more than five hundred pieces—including photographs, album covers, posters, costumes, and more—Fundación Gladys Palmera and Casa de América place the spotlight on the figure of the Latin woman in the entertainment industry with a major exhibition on view until July 5, 2025.
Our studio had the privilege of creating the visual identity for Latina, an exhibition organized by Fundación Gladys Palmera in the iconic Casa América building in Madrid. The show is a vibrant and necessary tribute to Latin women who shaped the history of entertainment—from the 1920s through the 1980s—with power, talent, and cultural affirmation.
We began by designing a bold, character-driven logo that embodies the spirit of resistance, emancipation, and leadership running through the exhibition. We aimed to create a brand that didn’t just identify the event, but proudly represented it, reflecting the strength and charisma of the women featured—legends like Celia Cruz, La Lupe, Chavela Vargas, María Félix, Yma Sumac, among many others. The typographic design drew inspiration from the visual aesthetics of Latin America's golden entertainment eras, blending glamour and defiance with a contemporary edge.
In addition to the logo, we also designed the main exhibition poster, a key piece in the city-wide communication campaign. Seen across Madrid—from street walls and bars to galleries and cultural centers—the poster was created to demand attention, spark curiosity, and emotionally connect with a history that has long been overlooked. The visual composition combined graphic and photographic elements that evoke the iconic universe of these women, their struggles, and their triumphs.
Our approach was to support—through design—a narrative that fearlessly explores the tension between exotification and empowerment, between glamour and hypersexualization, while ultimately celebrating how these artists reclaimed and transformed their public image into an act of liberation.
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