Tineo
Blanco
Mariana
Tineo
Blanco
JEVA, a nonprofit for Venezuelan women in cinema, is the country's first organisation, where art breaks barriers and serves as a form of protest.
They’ve reclaimed 'jeva,' a slang term often used against women, turning it into a symbol of empowerment. They sought a visual identity challenging traditional femininity and perceptions of women in the industry.
They’ve reclaimed 'jeva,' a slang term often used against women, turning it into a symbol of empowerment. They sought a visual identity challenging traditional femininity and perceptions of women in the industry.
Logo-wise, I wanted to evoke the rebellious type used in flyers and posters for independent movements. I thought of combining upper and lower typefaces, or extended and condensed styles.
I also wanted it to look like an icon that could be versatile in any output.
The final logo leans into high-contrast typography to make a statement built from heavy, blocky letterforms that aggressively lock together, mirroring the raw, tactile feel of a stencil spray-painted onto a wall or a bold title card opening a film.
Alongside the wordmark, I designed this supporting icon to dig deeper into the narrative of the female gaze. The stacked, shifting lens shapes evoke three eyes looking simultaneously into the past, present, and future of Venezuelan women in cinema.
To bring a more atmospheric, cinematic feel to the photography and social assets, I created a glowing, radiant gradient designed to be used as a versatile visual overlay. It gives the organisation a quick, signature way to treat photography, text backgrounds, or title cards while keeping everything feeling electric and unified.