Colegio Americano de Quito:
A Community
for Life
BRAND STRATEGY
BRAND POSITIONING
BRAND IDENTITY
NARRATIVE
Since 1940, Colegio Americano de Quito has shaped generations of students in Ecuador and beyond. Not just academically, but through the way they understand and engage with the world. Voices that lead, question and build from different perspectives, wherever they go.
Over time, the Americano became something bigger than a school. It became a community. One that stays connected across generations, countries and shared stories.
With the opening of a new campus, the Americano saw an opportunity to evolve its brand for a new chapter. An identity capable of honoring its legacy while connecting with new families, new audiences and a more global Ecuador.
Challenge
The Americano already had something many institutions spend decades trying to build: meaning.
Its symbols, traditions, and stories were deeply rooted in the community.
But over time, the identity evolved in fragmented ways. Different symbols existed without a clear system or defined roles. The challenge wasn’t to reinvent the brand. It was to bring clarity to it.
How could the identity express the full strength of its community without losing authenticity? The answer was to return to the core of what made the Americano distinctive, and build an identity system capable of unifying its history, culture, and future vision under one voice.
A Community
for Life
Through conversations with students, alumni, faculty and families, one idea surfaced consistently: Americanos lead the conversation. They participate. They question. They lead.
No matter the generation, there is an immediate connection between people who have been part of the school. Shared stories. Shared codes. A shared identity.
What the Americano truly offered went beyond education. It offered belonging.
That idea became the foundation of the new brand platform: empowering voices that lead and shape a better future, supported by a community that transcends generations.
A historic symbol, redefined
We redesigned the crest around its most recognizable element: the torch.
A symbol of leadership, knowledge and character. But not one flame, three. Representing the community and the leadership passed from one generation to the next. An evolution rooted in heritage, designed for the future.
A monogram with ownership
For years, the “A” had been used informally across sports and student life. We evolved it into a new monogram: A+Q. Bold, distinctive and unmistakably Americano de Quito. A symbol designed to strengthen presence across competitions, activities and community moments.
More than an abbreviation, it became a badge of collective pride.
A mascot built on Audacity
Since 1963, the devil mascot has represented the audacity and spirit of the Americano. Rather than redesigning it entirely, we preserved its essence and integrated it more intentionally into the identity system. Giving it flexibility, visibility and a clearer role across cultural, athletic and non-academic experiences.
Some symbols don’t need reinvention. They need longevity.
A voice with character
We selected a serif typeface that reflects the school’s legacy and trajectory, while introducing a more contemporary rhythm and expression.
A visual voice that balances experience with modernity.
A color system that evolves
Burgundy has always been central to the Americano identity. We refined and expanded the palette to create a system that feels more vibrant, flexible and expressive.
From institutional communications to sports, cultural and digital experiences, the brand now moves with greater flexibility and energy.
Built for a New Generation
This is how Colegio Americano de Quito evolves.
With history.
With character.
With a community that transcends generations.
To keep shaping voices that lead.
To build a community for life.
