Our new logo, catalogue, and identity refresh
—developed by the French design studio Ich&Kar under the direction of Helena Ichbiah—emerge from a conversation that acknowledges the rise of a new way of understanding Mexican identity through contemporary design.
This vision resonates with the concept of Neo Mexican Expressionism, coined by Lidewij Edelkoort in Proud South Craft (2025): a movement that proposes a powerful visual identity rooted in pre-Hispanic heritage without resorting to literal references, engaging instead with the breadth and depth of Mexican culture.

This territory is also being explored today by contemporary practices such as Originario and Mestiz.

From its beginnings, txt.ure has cultivated a strong Mexican identity without falling into self-reference. Today, we continue to evolve consciously within this cultural dialogue, understanding design as a living language—one that is constantly transforming.