Proto Proto differentiates themselves by celebrating diversity and challenging conventional aesthetics. Its visual identity needed to mirror this in an expressive yet friendly way. Instead of stealing attention, it needed to lift and put the designs and object in the centre of attention.

The concept – Prototyping New Aesthetics – reflects Proto Proto’s quest to constantly be on the lookout for new visual expressions. Using glyphs from different alphabets in the wordmark expresses diversity in a characteristic and intriguing manner, making each variation peculiar in its own way.

The result is eight dynamic logotypes that are all constructed using different glyphs from 32 different alphabets. No logotype is the same, which further validates the idea that each object is unique.