Zócalo Unveils a Kaleidoscopic New Look

The New Logo Evokes Our Prismatic View of the World

In anticipation of our 15th birthday in April, Zócalo Public Square is unveiling a new look to better communicate our playful, kaleidoscopic approach to exploring big ideas.

“At a time when our country’s intellectual life is as predictable as it is mean-spirited, Zócalo is trying to bring a little wonder and serendipity back into the public square,” says Gregory Rodriguez, Zócalo’s founder, publisher, and editor-in-chief. “By anchoring our identity in a colorful, dynamic, multidimensional logo, we are rededicating ourselves to one of our founding principles—that generosity and fun are essential to building community around ideas.”

For this rebrand, Zócalo turned to designer Stefan G. Bucher of Los Angeles consultancy 344 Design, best known for his work with NASA’s Jet Propulsion Laboratory and Saks Fifth Avenue.

“Zócalo’s new look centers around a logo made up of squares that expand into the third dimension,” explains Bucher, “growing from flat rectangles into zocalohedrons (known colloquially as ‘cubes’). The logo appears in a variety of colors, creating a sense of depth that evokes Zócalo’s prismatic view of the world.”

“To me, the greatest thing about Zócalo is that they explore fundamental questions from unexpected angles. The new identity reflects an almost cubist approach to grappling with ideas. Adding a brazen yet mutable color palette reflects their joyful spirit.”

We hope you like it.


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