Beyond Logos

Amadeo de Souza-Cardoso: Defying Conventions in Porto

I stood in Amadeo’s dimly lit office in Porto, surrounded by art. The desks seeming too small to contain the colossal ideas born here. His bold posters didn’t just sell—they disrupted, blending art with commerce. Influenced by cubism and expressionism, his designs challenged the world’s view of commercial art. His rebellious work turned advertising into masterworks.

Porto still bears his legacy.

Leonetto Cappiello: Parisian Elegance Meets Bold Provocation

One quiet evening, in Montmartre, I was left struck by a Cappiello poster. His work didn’t promote—it provoked. He understood how to command attention. “A poster doesn’t just announce, it commands.” Paris embodies elegance but it always pushes boundaries. Even now—as I look over Toronto, an ocean away—his fearless influence lingers.

Max Bill: The Precision of Zurich

Zurich—with its crisp, clear, alpine air—is framed by purpose and snow-capped mountains. Max Bill’s minimalist designs, where every line has meaning, mirror this balance. “In clarity, there is elegance.” Sitting by the water, with the scent of Swiss chocolate in the air, and church bells adding a familiar rhythm, you can feel Bill’s vision come to life. Zurich’s branding legacy is one of quiet strength, precision, and lasting impact.

Peter Saville: Minimalism in the Heart of Chaos

New York is bold, chaotic, and alive. Here, you make noise and push forward or get left behind. Amid this energy, Peter Saville’s minimalist designs defied convention. Known for his album covers for Joy Division and New Order, Saville stripped away the excess, letting the essentials speak. “Sometimes, the quietest voice has the biggest impact.”

Branding, like these cities, thrives on creativity and boldness. Each place leaves its mark through the visionaries it inspires. Branding is a daring blend of art, commerce, and culture.