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    Minimum fax significa, innanzitutto, indipendenza. E perseguire l’indipendenza significa scegliere una direzione (nuova), che non sia parallela… Read More
    Minimum fax significa, innanzitutto, indipendenza. E perseguire l’indipendenza significa scegliere una direzione (nuova), che non sia parallela né perpendicolare a quella di nessun altro, e che nemmeno la intersechi. Read Less
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Rebrand / Rewrite
_____________
 
To write is to rewrite.
It’s a creative  process that needs well defined rules and structures.
And most of all it needs its own space where tools and supports are constantly in relation. 
A balance of parts. A geometry defining a new angulation. And while investigating our geometry, we found our new writing angle.
 
 
 
 
 
 
 
Identity / Grammar
______________
 
Defined a space, you need to choose how to be in it.
Choosing a clear identity. That’s why, once our writing angle has been identified, we must pick our new style:
our way of being, of talking, the syntax we comply with.
Basically, an immediately recognisable distinctive sign, defining a new visual grammar while speaking of the brand’s culture.
 
 
 
 
 
 
 
Personality / Inclination
______________
 
Minimum fax means, first of all, independence.
Pursuing independence means choosing a (new) direction that is not parallel nor perpendicular to anyone’s else direction.
Not even a crossing one.
 
 
 
 
 





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