It's not just a slogan, it's actually an ideology, as all slogans should be. For us, it represents something beyond a marketing tool. We've always insisted that it's a way of life, of perceiving the world, and most importantly, a goal.
We are driven by a powerful force to challenge the establishment, recognizing that it has ensnared us in a disillusioning narrative that promotes the idea that we are special and unique.
The malady of humanity lies in its tendency to overestimate its centrality in the universe, despite being a mere part of a greater whole. When society nurtures an inflated sense of self-importance, it tends to slip into a state of mental complacency that stifles innovation, creativity, and the pursuit of the extraordinary.
That's why defying the mainstream is a beautiful expression of our longing to break free from the shackles of human self-importance, and instead discover the exhilarating joy of creating something truly original. It's a daring embrace of liberation, and an invitation to live life with deeper purpose and meaning.
The main idea behind this unicode simple text revolves around simplifying graphic identity. From the beginning, we have truly believed that brand identity relies not only on the graphic concept but also on the abstract ideology surrounding it.
We wanted to find something that expressed our need for rebellion against mainstream identities. Most identities had a graphic logo, but to be really different from the rest, we decided to go with a flat unicode text that puts all the weight on the idea and the way of presenting it.
We felt it was a way to say; “fuck graphic identities”
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