How Studio Gonzalo Hergueta rebranded the Grammy award-winning production company Little Spain

Their name may sound small, but Little Spain knows how to deliver a big impact. As Grammy award-winners, the production studio and its culturally-driven projects are experiencing continuous commercial success; from directing commercials and music videos to organising and producing concerts, shows and events. With the future in sight, Little Spain invited New York-based creative office Studio Gonzalo Hergueta to come up with a new visual identity to reflect their vibrant work while solidifying the company as ‘one to watch.’ As part of the brand refresh, the team not only cleaned up the original logo, but in doing so, they built a whole new typeface. “This was a joint decision between us and Alvaro Santos, Little Spain’s ECD & Founder,” Studio Gonzalo Hergueta’s Jack Redpath explains. “As a big fan of graphic design, Santos always dreamt of having his own typeface. As soon as I saw a way to fit a custom typeface within the rebranding project I threw it in, and he gladly accepted. A couple of years ago I watched a conference by David Rudnick, where he mentions (if I remember rightly) that he always tries to create his own typefaces to differentiate the work from other designers. Since tools have been completely democratised, having your own letterforms brings an additional spice to the work, giving it personality and differentiating it from others.” As a result, Little Spain can communicate with its audience in a bespoke tone of voice, one that fits well with its nostalgia-inspired aesthetic. “It also allows Little Spain to create sub-brands and products,” Redpath adds, “without having to rely on external services for branding.”