Ysabel Jurado Brand Identity

YSABEL JURADO LA CD-14 BRANDING

Building the visual identity for a new generation of Los Angeles leadership.

Ysabel Jurado made history as the newly elected Los Angeles City Council Member for District 14, bringing with her a lifetime of roots in Highland Park and years of experience as a housing rights attorney. She'd spent her career fighting tenant evictions, protecting small businesses from displacement, and building pathways to homeownership for communities of color. But stepping into office meant stepping into a new challenge: she had no brand to carry her vision forward.

She needed an identity that could do what traditional government branding rarely does—earn trust while staying inviting, feel credible without losing warmth, and reflect both the seriousness of her work and the optimism that fueled her campaign. We created a logo system, type, and color palette that broke from the expected playbook. The result is a visual identity that feels like Ysabel herself: grounded, approachable, full of personality, and ready to build something better.

SCOPE

— Logo Identity System
— Type & Color

The Logo

We designed a flexible mark that balances the gravitas her office requires with the warmth and personality that make Ysabel who she is. Built to work across everything from official letterhead to community event posters, it signals a new kind of leadership—one that doesn't sacrifice humanity for authority.

Color & Typography

We selected color and type that embodied Ysabel’s personal identity and district's essence to drive her visual language. Something quirky, playful, and welcoming. Venice Blvd by Hoodzpah nailed the playful and Californian vibe for headlines and display text. HK Grotesk, designed by Hanken Design Co. provided the perfect anchoring sans serif presence for body copy and secondary headlines.