“ℓiⱴε is an independent agency in Brazil with more than thirteen years of experience cultivating unique connections between people and brands. Committed to creating work that blurs the boundaries between the physical and the digital, ℓiⱴε can be described as a humanistic “post-digital agency”, striving toward conscious advertising in an age of overwhelming content and misinformation. By working closely with the ℓiⱴε team, we crafted an entirely new brand identity and communication strategy that marks the next chapter in the agency’s life and strengthens their position to both clients and the industry”

“Through a straightforward type-centric approach, Times New Roman plays a key role in the identity. It not only defines ℓiⱴε’s conversational tone of voice, but further signals a broader act of defiance, stripping away superfluous layers of decoration to reveal the brand at its core. The new logo was created from a selection of different glyphs from Times New Roman, resulting in a unique and open-source logo mark that is universally accessible from all types of devices and digital platforms. Since it is composed of editable text, the logo can be inserted, copied and replicated by anyone though any text application, like this: ℓiⱴε.”