Travel blog: Cuba

The Visual Identity of Cuba:
Advertising, Architecture, and Communication in Harmony

Cuba is a place where time seems to have taken a pause, yet creativity and visual storytelling remain in constant motion. Walking through the streets of Havana or other Cuban cities, one immediately notices how architecture, signage, and branding coexist in a unique and organic way. Unlike the neon-dominated commercial spaces of the Western world, Cuba’s streets tell their stories through handcrafted signs, hand-painted advertisements, and a rich blend of colonial and modernist architecture.

The Art of Advertising in a Commercially Restrained Environment

Unlike most countries, Cuba has a largely state-controlled economy with limited space for private business. This has led to an advertising landscape that is fundamentally different from the Western world, where billboards, digital ads, and brand saturation dictate consumer behavior. Instead, Cuban advertising relies on handcrafted signs, murals, and storefront designs that exude authenticity.

Take the Casa Miglis sign, for example. The rustic metal frame, aged paint, and stylish typography aren’t simply design choices—they reflect the country’s reliance on materials that stand the test of time. There’s an undeniable charm to signage in Cuba, where imperfections add character rather than being perceived as flaws.

Businesses use bold, highly contrasted colors not only to stand out but also to complement the vibrant architectural backdrop. Whether it’s a local restaurant, a soap and detergent shop like Agua y Jabón, or a family-run bar, the emphasis is on making the most of available resources. Each visual element carries a strong personality, embodying both necessity and artistry.

Architecture as a Branding Tool

Cuban architecture is an integral part of its visual identity. Buildings serve as both cultural markers and unintentional branding elements. From pastel-colored colonial facades to worn-down Art Deco structures, the buildings themselves become a part of the message, reinforcing a sense of place and heritage.

For example, the Agua y Jabón storefront plays with vibrant blues and modern typography, blending a contemporary feel with the surrounding historical elements. Even the simplest businesses invest in visual coherence, ensuring that their storefronts reflect both their service and the aesthetic of their neighbourhood.

Another fascinating aspect is how Cuban businesses use architecture to attract customers. With limited marketing avenues, many establishments take full advantage of their facades, windows, and doorways as primary means of engagement. In this sense, architecture becomes an active participant in visual communication, serving as a “silent advertiser.”

The Cuban Approach to Visual Communication

While Cuban branding may lack the aggressive commercialism of global marketing giants, it compensates with storytelling and authenticity. The visual language of Cuba is deeply tied to its history, culture, and socio-economic reality. Signs and storefronts are not just about promotion; they are a fusion of necessity, creativity, and identity.

From the bold lettering of Casa Miglis to the carefully painted signage of Agua y Jabón, Cuban businesses approach branding in a way that feels honest and deeply connected to their surroundings. The country’s restrictions on mass-produced advertisements have, in an unexpected way, preserved a type of design language that is rare in today’s world: one that is both practical and deeply personal.

A Lesson in Authenticity for Global Brands

There’s a lesson to be learned from Cuba’s visual landscape—branding does not always have to be polished to be effective. Authenticity, handcrafted elements, and a strong sense of place can be just as impactful as high-budget marketing campaigns. In an age where consumers value honesty and storytelling, the Cuban model serves as a compelling example of how design and branding can thrive even under constraints.

For brands, designers, and visual communicators worldwide, Cuba offers inspiration in its ability to turn limitations into art. Whether through typography, architecture, or color choices, it demonstrates that branding is not just about selling—it’s about creating an experience that resonates.