This is me without any additional ornamentation because I do not need one. What I needed is something neat, concise and simple that could properly represent the real me – my name or the two initials of it using an unpretentious sans serif type. And the purple dot as a plastic sign and almost as a leitmotif, which suggests the actual resilient, determined and effective character that I own. Moreover, all the brand’s values and aims are constantly communicated through every little piece that constitutes its general image. Starting from the logo itself, the colour palette, posters and other offline and online items, they all follow the same aesthetic line and concept – modernity, freshness, versatility, resiliency, reliance, simplicity and boldness.