THE LOGO
The “Ribbon of Infinity” has been
created to represent the idea that
a wish does not go away until it is
granted. Both ends of the ribbon
get smaller, but one always sits off

THE TYPOGRAPHY
the page as if never ending.
The logo can be used in any of
the brand colors but
always at 80% opacity.

Montserrat has been chosen as
the brand typeface. It’s a very
neutral and unpretentious sans
serif that is easy to read and
stands out well when scaled.
There are three weights that
are applied to different parts

of text, and all copy is placed
in lowercase, this is the brand
making a statement. This choice
represents their lack of interest in
hierarchy or levels of importance,
only their brand mission.

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