Identity and Logo
Maricruz Álvarez’s campaign logo embodies “The Flame of Transformative Leadership.” It was designed to be modern, honor the legacy of Activo 20-30, and adapt seamlessly to any medium—from a pin to a banner.
The design is based on three pillars:
1. Familiarity: maintains the institutional colors of Active 20-30.
2. Integration: merges the symbol and name into a balanced composition.
3. Simplicity: ensures functionality and legibility across all formats and backgrounds.
Main elements of the logo:
1. The Integrated Flame (“i”)
Represents inner passion and a transformative focus. It replaces the dot on the “i,” symbolizing the fire that drives active leadership.
Connection to the campaign: reflects the Living Culture pillar, keeping the passion alive in every member.
2. Color Palette (Blue, Yellow)
Represents consistency and respect for the institutional legacy.
Connection to the campaign: conveys confidence, institutional identity, and historical pride.
3. Typography
Modern and sans-serif, conveying strength, clarity, and contemporaneity.
Connection to the campaign: projects professionalism and credibility in international leadership.
Mascot: Flama
The Guardian of Legacy and Leadership Energy
Flama, the mascot, was created as a symbol of connection and vibrant energy. Its clean, expressive, and approachable design makes it a versatile visual icon—perfectly suited for print materials, digital media, and commemorative pins.
Main elements:
Name: Flama (Flame)
Feminine, direct, and full of energy. Evokes light, action, and inspiring leadership.
Connection to the campaign: represents the feminine strength and vital energy of the projectrepresents the feminine strength and vital energy of the project.
Design and expression:
With a kind gaze and subtle eyelashes, Flama projects active listening and approachable leadership.
Connection to the campaign: symbolizes Maricruz's commitment to dialogue, empathy, and unity.
The Pennant:
Bears the Active 20-30 crest, reflecting Flama’s role as guardian of the legacy.
Campaign Connection: upholds the values and history of the organization while promoting a modern and transformative vision.
