Maciel Printing Rebrand & Assets

Company

Maciel Printing
Novato/San Francisco, CA

Industries

E-Commerce
Marketing & Advertising
Print Services
Promotional Products
Signage & Large Format

Design Categories

Branding
Icons/Illustration
Large Format
Print Production
Templates
Web/UI Design (No-Code)

Tools

Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Photography
Xerox Color 1000i Digital Press
HP Scitex FB550

Maciel Printing operated out of San Francisco, CA, providing a wide range of printing and production services.

For over 25 years, they served non-profits, businesses, schools, community groups, and government agencies, delivering high-quality prints from simple black-and-white short runs to large-format, multi-color projects. They were ready to take their business to the next level when I joined the team, and I had the privilege of guiding their rebranding journey. From designing a modern logo and brand book to creating impactful print collateral and a dynamic website layout, I worked to bring their vision to life.

Then and Now

When I first saw Maciel’s logo, I noticed it needed several updates—particularly in scaling, color, modernization, and simplification.

I began by refining the lines and negative space, focusing on the interaction between the bird and the man. The original expression felt disgruntled or shocked, so I aimed for a friendlier look while keeping the essence of the icon. I appreciated the historical significance of the Mayan-inspired design, chosen by Maciel’s original owner, and wanted to honor that.

While exploring other concepts, I experimented with adding a leaf and shifting the color palette from orange to green to reflect Maciel’s status as San Francisco’s only green-certified union printer. Green reflected their commitment to sustainability and also brought a friendlier, more inviting feel to the brand.