PLS, based in Buenos Aires, specializes in language training for executives in multinational environments—a context that called for an identity reflecting their expertise, global outlook, and ability to bridge cultures through words.
The new identity is built around a single idea: the beauty of understanding. It celebrates language as a refined tool for connecting people, cultures, and knowledge, creating a dialogue without borders.
Phonetic symbols inspired the visual approach. Their graphic strength provides a symbolic framework from which the identity takes shape. They form the foundation of the logo and served as the starting point for a custom typeface. From this linguistic root, a visual system emerges that transforms language into a structured, expressive, and universally resonant form.
To reinforce this positioning, we created a bespoke alphabet that captures PLS’s functional and expressive character. Born from phonetics as a universal system, its forms translate sounds into shapes imbued with rhythm, harmony, and personality. This custom typeface gives the brand a distinctive voice in every communication context.
The color palette anchors itself in black and white, evoking the essence of written language, complemented by the original red and blue, now refreshed with a contemporary twist.
The illustrated layer extends the phonetic inspiration into a poetic visual language. Universal sounds become ornamental forms, interacting with rhythm, harmony, and abstraction, turning language into a sensory experience. This layer reinforces the core idea: making visible the beauty of understanding and representing graphically what is, in essence, already beautiful.
Together, the typeface and illustrated layer form the foundation of the identity. Designed in harmony, they create a visual narrative that brings the beauty of understanding to life, transforming it into an experience you can see and feel.
