About the artist

01. The Introduction 

"Design is not just about making things look good; it's about making them speak."

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I am Jorge Letona, a Graphic Designer and Visual Artist based in Guatemala with over 20 years of experience pushing the boundaries of visual communication. Specializing in experimental, conceptual, and minimalist design, I create bold identities that merge the precision of styles like Bauhaus and Op Art with the raw energy of music and Latin American heritage.

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02. The Career Highlight 

GLOBAL IMPACT: THE IRON MAIDEN CONNECTION

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My passion for blending history with modern aesthetics led to a career-defining collaboration with the legendary heavy metal icons, Iron Maiden.

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My custom typography, "Hunab-Ku"—inspired by ancient Mayan hieroglyphs—was selected by the band to define the visual identity of their 2015 studio album, The Book of Souls. This artwork didn't just stay on the cover; it traveled the globe, adorning the fuselage of "Ed Force One" (the band’s Boeing 747 jet) and becoming a central element of their world tour merchandise. This project stands as a testament to my belief that local culture can have a massive global impact when executed with excellence.

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03. The Philosophy

"ALL OR NOTHING"

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My approach to design is rooted in a simple but strict philosophy: If you're going to do something, do it well—otherwise, let it go.

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I don't believe in halfway measures. Whether I am crafting a corporate identity at Creo Estudio, designing music packaging, or experimenting with custom typography, I apply the same level of rigor and passion. I treat every project as an opportunity to explore new possibilities, often blending analog textures with digital precision to create work that feels both timeless and forward-thinking.

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04. Services & Expertise

 

• Brand Identity & Strategy: Creating memorable logos and visual systems (e.g., Creo Estudio).

• Music Packaging & Art Direction: Album covers, posters, and merchandise design.

• Custom Typography: Designing unique typefaces like Hunab-Ku.

• Editorial & Experimental Design: Layouts that challenge traditional grids.

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05. Behind the Screen

 

When I'm not designing or organizing major events, you can find me:

• Exploring the complexities of Mayan culture and zodiacs.

• Sketching and practicing drawing to keep my analog skills sharp.

• Enjoying a very strong cup of coffee.

• Spending time with my 7-year-old Basset Hound.