SONAM’s logo font is is created with imperfect shapes with a natural vibe to represent the authenticity in the culture of Latin America, where the brand holds its rooots. This primary set of colors is often seen in flags across Latin America. This same brighter palette is seen in a lot of indigenous textiles. They stand out to the viewer, expressing the loudness and boldness of the concert experience. The brand’s theming lies in vintage punk and rock aesthetics matching the ones seen through latin rockers from the 1960s to the 2010s. Think ripped paeper, rough textures, and collage.