The Latin market in the United States not only grows exponentially but it has also displaced the African American as the country’s second minority, its economic and cultural growth is also found in the political sphere. This social movement was reflected in the market of consumption goods and television networks. Telemundo stopped being a news broadcaster for the Latin public and began to compete with the large English-speaking networks of United States. This growth was reflected in the need of developing a new identity that showed the nature of the new Latin American. From our research, we found that they are a striving community fully integrated and bilingual, more sophisticated than former generations and without feeling inferior for being Latin. This vision is also shared by the average North American who feels that the Latin is part of the United States. We wanted to include all these characteristics in a brand that would be simple, dynamic, international and at the same time would not lose the warmth, color and contact that are representative of the Latin community.
