El Humo translates to "the smoke", a nod to the iconic brick smokestacks that put Winston-Salem on the map, thanks to R.J. Reynolds. Today, Winston-Salem's evolution into the City of Arts and Innovation highlights the thriving Hispanic and Latin-owned businesses that fuel the community's entrepreneurial spirit. Each element of the "El Humo" brand holds significance - the smokestacks create the "H" for Humo, and the vibrant colors celebrate the rich traditions and lively spirit of the Hispanic culture.