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Hispanic Trending: Documenting Latino’s Imprint in America

Hispanic Trending’s New Slogan & Logo

By Juan Tornoe

As soon as landed in Austin to call it home I began experiencing for myself that many businesses had no clue how to cater to a multicultural customer base, let alone effectively reach them through marketing and advertising efforts.

The big Hispanic ad agencies were fiercely competing to call Fortune 500 companies their clients; some of them were actually doing a good job at helping businesses connect with Latino consumers. Still, there was a problem; most of the non-Fortune 500 companies, especially small to medium-sized ones remained mostly unaware on what they needed to understand in order to attract and retain Hispanic customers.

This was an opportunity I simply could not afford not pursuing.

By early May 2004, after some time of living in the U.S., I had a huge compilation of data building the strong case for any company to reach out to Hispanics, along with specific strategies on how to effectively connect with them and turn them into lifetime customers. My goal was to help my current clients, mostly small, owner-operated businesses spread across America, get a step ahead of their competition and capitalize in engaging with this growing demographic, the soon to become, largest minority in the nation.

My friend Dave Young strolled into my office and immediately inquired about the somewhat organized stacks of paper rising from my desk. After patiently listening to my explanation, he left the room with an almost unnoticeable grin in his face.

A few minutes later Dave stormed back into my office and literally dragged me into one of our conference rooms. It so happened that he had been fiddling with the idea of utilizing blogs as a cost-effective way to build a platform for his consulting business, and he had just setup juantornoe.blogs.com for me and wanted to share the basics on how to run it.  That’s how Hispanic Trending was born.

Almost 8 years have passed; the blog has gone through several changes, including various looks and feels, but for the most part, its logo had remained consistent.

For some time now, I’ve been feeling the need to update the logo and description to more clearly express the site’s intent. As you know, the urgent, unfortunately, sometimes takes precedent over what is important, and weeks, months, even years went by with all things remaining unchanged.

It wasn’t until very late last year, after hiring Rafael Picco as designer for Cultural Strategies, that I finally acted upon this desire. I sat down with Rafa and gave him a not so brief debriefing on Hispanic Trending and asked him to think about a new logo for it. Not too much time had passed when Rafa showed me his proposed concept.


It communicated so clearly what the blog was doing. It was a simple impression of a hand, but within it you clearly observed the map of Latin America, from Tierra de Fuego to Tijuana. It was one of those “Aha!” moments, the ones you don’t have that often.

Individuals with a Latino heritage are leaving a strong imprint in the United States of America, and Hispanic Trending has been documenting it for the last 8 years.

Hispanic Trending’s ultimate goal is helping businesses and individuals better understand the Latino community, its diversity and complexity. An integral part through this learning process is understanding how Hispanics are redefining the general market, how they are leaving an imprint in America.

Hispanic Trending will continue documenting this process, now with it’s new logo and slogan.

Thank you for your readership and support through this journey.




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