Rolando Castillo’s identity for Umanzor Laundry Management leads with a show-stopping wordmark

Umanzor Laundry Management (ULM), a fast-growing, detail-oriented team, manages over ten laundromats across Los Angeles. Known for its friendly approach, the team invited LA-based graphic designer Rolando Castillo to craft an identity that encapsulates the brand’s essence and core values. In response, he created a cohesive and dynamic visual language, combining design elements to form a unique and impactful brand image. The brand’s logotype, which leads the visual identity, has a technical, machine-like quality and reflects ULM’s quick, sharp, and efficient nature. Its uniform strokes convey dependability, a key attribute of its brand promise. “Each letter acts as individual parts that work best when fitted together,” Castillo explains, “giving the sense of the spirit of a unified group.” When developing initial ideas, the main keywords that guided and inspired explorations for the custom logotype were ‘fast’, ‘friendly’ and ‘precise.’ “With these words in mind,” he tells us, “inspiration boards were drawn from the worlds of machine-making, blue-collar tones and people services.”