Rebranding Self Help Graphics and Art: A Celebration of History and Identity

Embracing the Community Arts Center's Values and Mission

Self Help Graphics and Art, a community arts center located in East Los Angeles, has always been at the forefront of promoting socially engaging art with a conscience. Rooted in the cultural identity and political empowerment of Chicana/o and Latinx artists, the center has played a vital role in the artistic landscape of the community. To reflect its rich history and values, the center embarked on a rebranding journey, enlisting the expertise of designer David Jimenez.

Jimenez drew inspiration from the grid structure found in the Aztec and Mayan hieroglyphs, infusing the new identity with a sense of heritage and cultural significance. The custom display font created for the logotype and typeface celebrates the center's roots while providing a contemporary appeal. To further enhance the tactile experience and pay homage to Self Help Graphics and Art's printmaking history, the final logotype was meticulously letterpress and screen printed, adding texture and depth to the design.

The unique properties of this rebranding lie in its ability to embrace the community arts center's values, mission, and history. By incorporating elements from ancient civilizations, the design creates a visual language that resonates with both the Chicana/o and Latinx community and a more diverse and contemporary audience. It serves as a reminder of the center's roots while also signaling its commitment to artistic freedom and cultural affirmation.

Technologically, the custom logotype and typeface were laser cut on MDF wood and letterpress printed, resulting in a tactile and visually striking outcome. The posters, printed on Rives BFK printmaking paper, showcase the meticulousness and attention to detail that went into the design process.

David Jimenez, the mastermind behind this rebranding, worked closely with the team at Self Help Graphics and Art, conducting extensive research on the center's history and visiting the facility. The project, which began in April 2018 in Los Angeles, California, was completed in December 2018, after several rounds of exploration and revisions.

This rebranding project has garnered recognition and acclaim, receiving the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2021. This prestigious award celebrates designs that exhibit creativity, resourcefulness, and technical excellence, contributing to improvements in quality of life.

The rebranding of Self Help Graphics and Art is a testament to the power of design in capturing the essence of an organization and its cultural significance. By embracing its history and values, the center continues to be a beacon of artistic expression and community engagement in East Los Angeles.