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The logo for Mariachi Loco Music Festival is a vibrant and contemporary approach to attact the younger generations to traditional Mexican Mariachi. Minimal styled elements encircle the title of the festival, these were based off of shapes and parts of iconic Mariachi instruments like guitarrones, vihuelas, and trumpets. The typography for the word Mariachi is decorated with a series of dots inspired by the traditional botonaduras (buttons) in Mariachi attire. Similar minimal illustrations of El Paso’s iconic images were created to implement the brand.