Everyone knows the importance of a good first impression. And for many, before they witness the endless ocean horizon and feel the sun on their face, NIZUC’s logo is the image they connect with the resort. That’s why it was key to create a visual identity that not only translated the spirit of NIZUC, but paid homage to the ancient traditions of Mayan culture and the Yucatan Peninsula.
For the task, we tapped the creative team at New York’s Carbone Smolan Agency, who first visited the resort when it was mostly sand, beach, and sky.
Through research, the team discovered that on ancient Mayan maps the site was called Punta Nizuc, which translates to “nose of the dog.” Inspired by this connection, the team drew heavily from Mayan symbology.
“Mayans had a distinct visual language that consisted of glyphs in the form of humans, animals, and other abstract symbols,” explained Leslie Smolan, Creative Director at the agency.
“We wanted the logo to look handcrafted to reflect the natural forms of the environment, as well as reference the color palette of the region,” Leslie continued. “The goal was to create something that was modern yet timeless, elegant yet primitive.”
Our logo perfectly captures this essence: a rounded square interpretation of a sea dog, with visual movement implied by its angled fins, cast in a subtle color palette reminiscent of sea, sand, and black volcanic rock.
We display our logo proudly around the resort: on slippers, towels, menus, and even cookies. In our lobby, the logo creates a beautiful pattern on the main wall. Made of volcanic rock, it looks like it’s been there for centuries.
And for us at NIZUC, we see it as the perfect way to welcome you here each and every time you visit.