Rolando Castillo’s identity for Umanzor Laundry Management leads with a show-stopping wordmark

Umanzor Laundry Management (ULM), a fast-growing, detail-oriented team, manages over ten laundromats across Los Angeles. Known for its friendly approach, the team invited LA-based graphic designer Rolando Castillo to craft an identity that encapsulates the brand’s essence and core values. In response, he created a cohesive and dynamic visual language, combining design elements to form a unique and impactful brand image.

The brand’s logotype, which leads the visual identity, has a technical, machine-like quality and reflects ULM’s quick, sharp, and efficient nature. Its uniform strokes convey dependability, a key attribute of its brand promise. “Each letter acts as individual parts that work best when fitted together,” Castillo explains, “giving the sense of the spirit of a unified group.”

When developing initial ideas, the main keywords that guided and inspired explorations for the custom logotype were ‘fast’, ‘friendly’ and ‘precise.’ “With these words in mind,” he tells us, “inspiration boards were drawn from the worlds of machine-making, blue-collar tones and people services.” 

The design process oscillated between digital vector-based work and traditional hand-drawn methods, creating opportunities for spontaneous discovery. Embracing hand-drawing allowed natural curiosity to manifest, particularly evident in the unique stem of the letter ‘U’ “which otherwise would have been hard to find if I just started on the computer,” he adds. This unexpected touch adds a human element – apt given ULM'’s hands-on engagement with laundry machine maintenance – culminating in a logotype that seamlessly blends technical, precise lines and a personal touch.

Adding another layer of complexity and cohesion to the look is the secondary typeface, Pangram Pangram’s Right Grotesk Mono. This typeface enhances the technological feel of the logotype and brings a sense of efficiency, precision, and uniqueness to the identity. Lastly, the colour palette chosen for this project plays a crucial role in the overall visual impact. The high-contrast black-and-white palette, complemented by a hint of light blue, simplifies the visual language, putting the focus on functionality and practicality. This colour scheme is not just aesthetically pleasing, but also very strategic, providing ample opportunities for photography and typography to shine.

Rolando Castillo