Central

“Acapulco Chairs” are internationally recognized for their Mexican origins, comfort, and aesthetic appeal. Céntrico is a brand known for manufacturing these chairs, though it also offers other innovative furniture designs using the “Acapulco-style” technique of Mexican artisans. To position Céntrico, we created a new brand identity inspired by the furniture itself and its Mexican essence. We designed the logo’s typography based on the technique artisans use to craft this furniture; the typography is rendered in black or white to lend the brand a touch of elegance and formality.

We selected a color palette inspired by the Mexican architecture that Luis Barragán, together with his colorist Chucho Reyes, chose for certain projects. All of this was done with the aim of complementing the brand and bringing it to life, creating a versatile and iconic brand across its various applications. Similarly, “Mexican Design Furniture and Objects” was created as the brand’s tagline to broaden the range of possibilities and give the brand the freedom to continually reinvent its products. This description also accompanies the logo in various brand communication applications, appearing vertically—a break from tradition that reflects the continuous innovation that characterizes Céntrico.