Honoring the Past, Inspiring the Future: Celebrating Hispanic Heritage Month 2025

Every fall, from September 15 to October 15, the United States observes Hispanic Heritage Month — a celebration of the histories, cultures, and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean, Central and South America. At Attollo, this observance is more than just a moment on the calendar — it’s an opportunity to uplift the legacy, pride, and resilience embedded in our community.

This year’s campaign is guided by the national theme:

Collective Heritage: Honoring the Past, Inspiring the Future.

Rooted in this idea, we’re designing a month-long series of experiences that honor the depth of Hispanic culture while amplifying the stories of Latinx scholars and families shaping the future — right here in our community and across the country.

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A Visual Language Grounded in Culture

This year’s creative direction draws inspiration from vibrant palettes, vintage textures, and traditional Latin American art forms like papel picado, embroidery, and sun motifs. The color story is layered and expressive:

• Sol Fuerte — a fiery orange that symbolizes strength and community warmth

• Oro del Mañana — a radiant yellow representing hope and generational growth

• Fuego Vivo — a passionate red rooted in resistance and celebration

• Cielo Profundo — a deep blue honoring legacy and cultural depth

• Fiesta Rosa, Selva Viva, and Raíz Negra round out the palette, each chosen with intentionality to reflect celebration, vibrancy, and grounded pride

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Typography as Storytelling

Type is more than a design choice — it’s cultural memory. For this year’s Hispanic Heritage Month campaign, typography becomes a visual bridge between heritage and modern identity.

The campaign pairs expressive display typefaces with functional sans serifs to create a system that feels handcrafted, loud, and grounded in tradition. Every letterform holds intention — echoing signage, street art, protest posters, and vintage album covers from across Latin America.

✦ Primary Display Fonts:

Organetto Variable (Latinotype) — With its modular, almost mechanical look, Organetto brings structure and energy to bold headlines. It evokes the movement of accordion bellows, the geometry of street murals, and the rhythm of modern Latin design.

Robinson Urban Rough — A bold, textured typeface that feels hand-printed and grounded in movement. Its worn edges echo protest signs, mixtape covers, and stories passed through generations — loud, gritty, and full of pride.

The balance of clean and gritty, classic and contemporary, makes the entire campaign feel human. Like the culture it honors, the type system resists being boxed in — always moving, always alive.

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Storytelling That Starts with Students

At the heart of this year’s Hispanic Heritage Month campaign is a celebration of student voice — not just as participants, but as authors of the narrative. Through a new series of cross-platform features, Attollo scholars will share what Hispanic Heritage Month means to them in their own words, offering reflections rooted in lived experience, family traditions, and cultural pride.

These spotlights go beyond soundbites — blending powerful student quotes with candid behind-the-scenes moments from Attollo programs, college tours, and community events. Each piece is designed to center authenticity and celebrate the individuality within our collective heritage.

Each post is a window into the diverse perspectives and stories that shape our community. Keep an eye on our social media platforms throughout the month — because these aren’t just posts. They’re personal truths. They’re moments of identity and pride. And they’re exactly what this celebration is all about.

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*Stickers available later this month.

Stickers with Storylines

In this year’s campaign, stickers are more than decoration — they’re declaration.

The 2025 Hispanic Heritage Month sticker collection was designed with intention: bold visuals, bright colorways, and language that blends heritage, humor, and pride. Each sticker is a miniature celebration of identity — meant to be worn, collected, traded, and displayed as a statement of cultura.

From conchas to cumbias, the designs pull from iconic cultural references and remix them into modern expressions made for the notebooks, water bottles, laptops, and lives of Attollo scholars. These aren’t generic graphics — they’re rooted in the stories we hear, the rhythms we dance to, and the families we come from.

Featured phrases include:

• “Turn Up the Culture” – a rallying cry, turning visibility into volume

• “Orgullo y Raíces” – pride and roots, the foundation of identity

• “Full of Spice” – a celebration of flavor in all its forms

By treating stickers as artifacts of expression, this part of the campaign invites scholars to carry culture with them, wherever they go.

They’re not just for show — they’re for showing up.

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Why It Matters

Representation is more than visibility — it’s voice, value, and validation. This month, we’re not just reflecting on Hispanic heritage — we’re elevating it, together. Through visuals, stories, stickers, and shared spaces, this campaign reminds every scholar that their identity is something to celebrate — loudly, proudly, and without apology.

From the vibrant rhythms of salsa and cumbia to the grounded strength of family tradition, Latinx culture is a force — and our scholars are living proof.

This Hispanic Heritage Month, we’re not just honoring the past.

We’re building the future — juntos.

About Attollo:

Attollo is a non-profit organization dedicated to empowering youth through education. By providing mentorship, academic enrichment, and college preparation support, Attollo aims to level the playing field and equip students with the tools they need to succeed in college and beyond. Since its inception, Attollo has helped thousands of students realize their potential and achieve their academic goals.