Fundação Livraria Lello is a cultural entity devoted to promoting critical thinking, facilitating access to knowledge, and empowering relationships between communities and heritage. Books are at the core of Fundação Livraria Lello’s values and mission, and for this reason they are present in the brand, both as formal references and content providers. Since books are considered catalysts for development, as vibrant and dynamic forces, the simple animations devised for the branding use turning pages as the basic movement of the call for both reading and action.The brand has three colours, relating to the three pillars of the foundation – books and knowledge, critical thinking, and places and heritage.
The tagline “Read the world, act the thought” conveys the spirit and energy of the Foundation, while the slogans, “Thinkicians in Bookstellations” and “Makicians in the Bookverse”, use invented new words to communicate the transformative power of knowledge and culture. As with the other brands within the Lionesa Group, the typeface is the exclusive Lionesa, designed by Dino dos Santos, used here in the SemiSerif weight.
