Moving away from stereotypes:
Whirlpool Hispanic and Latino Network

 
Portafolio2019-WHL01.png
Portafolio-WHL-Logo02.png

The Whirlpool Hispanic and Latino network includes 20 Spanish speaking countries and Brazil.

Their old logos may look like a good representation for a Hispanic group: exotic, colorful, ethnic.
In reality, they promote clichés and stereotypes.

I started to be more aware of how designers can perpetuate these stereotypes after reading The Politics of Design, by Ruben Pater.

I decided to do something about it

 

The use of ethnic stereotypes prevents the public from seeing representations of minorities treated with the same respect as those of the dominant cultures.

- Ruben Pater

 

The challenge was to find something that represented all of the countries and respecting as the group’s choice to use the sun as the element that unites them.

I looked at other things that our cultures had in common besides the sun, and at how we were seen by others.

Portafolio2019-WHL02.png
 
Portafolio2019-WHL03A.png

Weaves, crafts, textiles and food overlap in all of our countries. We are intertwined by history and culture.