new name, new Brand Identity
ABOUT OUR NAME CHANGE
Since 1985, we have used "Latino" as part of our name and in 2023, we have decided to use "Latine" (pronounced la-TEE-neh) to demonstrate our commitment to being responsive to our membership. We recognize that language is deeply personal, and preferences for using certain terms can vary widely in the Latine community. Our mission, values, and commitment to inclusivity and diversity of the Latin American members of our organization guided us as we moved forward with this name change.
Spanish uses gendered nouns, such as "Latino" when referring to a male person of Latin American descent, while "Latina" refers to a female. "Latine" is a gender-neutral term that respects the grammatical structure of the Spanish language and is a more familiar linguistic option for native speakers of Spanish. The term "Latine" can be seen as an acknowledgment of the cultural nuances in Latin American communities and reflects the awareness of the importance of language and culture in identity. "Latine” explicitly extends its inclusivity to transgender and non-binary individuals of Latin American descent and respects the identities of all people in the Latin American diaspora.
PRIMARY LOGO
SECONDARY LOGO
ABOUT OUR LOGO
We have also updated our logo to reflect a more dynamic and inclusive brand identity demonstrating a commitment to our mission and core values. Modernizing our logo will also help us ensure a consistent and engaging digital presence.
In Latin America, the hummingbird, or “colibrí” in Spanish, holds significant cultural and symbolic importance across indigenous cultures and traditions and serves as a reminder of the enduring connection between all of us. The symbolism of the hummingbird is rich and diverse and encompasses the following themes that inspired us to incorporate it in our new visual identity:
RESILIENCE AND PERSEVERANCE
Hummingbirds are known for their remarkable endurance and ability to hover in one place, their rapid wing beats symbolizing determination and overcoming challenges. In Latin American cultures, this quality often represents the resilience of indigenous communities in the face of historical adversity and oppression. It serves as a reminder of the strength and wisdom of the Latine community in our region despite long-standing inequities and challenges.
INTERCONNECTEDNESS AND LONG-TERM IMPACT
Hummingbirds play a crucial role in pollination, fostering the growth of plants and contributing to the sustainability of ecosystems. They also symbolize a sense of interconnectedness and mutual support. Similarly, we see ourselves as connectors between community, organizations, and other partners, enabling the promotion of initiatives that equitably address the immediate and long-term needs of the Latine community.
EMPOWERING
Just as hummingbirds help nourish the plant world, we strive to support and invest in our members by providing resources and opportunities for learning and growth to cultivate Latine leadership and build community in the sector.
JOY AND CELEBRATION
The vibrant colors and energetic movements of hummingbirds are often associated with joy and celebration. Similarly, we aim to create opportunities that unite people in fellowship and support.