07/24/2025
As we usher in a new age of Esperanza, we felt this was an opportune time for a rebrand of sorts. Say hello to our “new” logo! When we began discussing relaunch, we knew we couldn’t abandon our original logo and identity, but also wanted to integrate our name and the import behind it. Here’s where we landed!
And now, “WHAT’S BEHIND THE NAME/LOGO?” As many may know, “esperanza” is the Spanish word for “hope”, but it’s also the name of the family farm where I spent my formative years. The “E” in our original logo was actually borrowed from the cattle brand that was used back in the farm’s mid-century ranching days (as depicted in action on slide 2). The bow over the “E” further symbolizes that “hope”, always pushing upward. This has been the ethos of Esperanza from Day 1 — to provide an artistic outlet built upon a foundation of hope. We think this new logo helps take it a step further and puts even greater focus on the foundation of “hope” we’re built upon.
As for our trusty old “e-bird”, there’s no sweeping backstory of ornithological origin. I actually found the rough image of the bird carved into a wall, and knew I wanted to incorporate it along with the “E” brand into our original design. I took the two images and concept to good friend and graphic designer (who also designed the new revamp), and the rest is Esperanza history. Many through the years have referred to it as the “Esperanza eagle”, but I’m still uncertain of its genus. Is it a eagle, or a peregrine falcon, or a phoenix rising? We don’t really know; we’re just letting it continue to soar!
Let us know your thoughts on Logo 2.0 and thanks for listening!
🦅✌🏼
