Logitech turned to VIRTUE to amplify their Defy Logic platform aimed at creator communities. “Defy Logic” celebrates and empowers those uniting under a common philosophy of challenging the status quo, rewriting the new logic of tomorrow, and in turn Defying Logic.
We placed the spotlight on seven “Logicians” from different backgrounds who each personify Defy Logic. These protagonists each use Logitech tools and technology in their own ventures and to connect with their rising communities. Representing the next generation pushing culture forward, our 2022 protagonists included Lizzo, Bretman Rock, Danucd, DJ Dave, Defaced, Elsa Majimbo, Kheris Rogers.
Working with our team of Logicians, photographer Joshua Kissi and director-duo We Are From LA, we created a campaign showcasing people succeeding on their own terms. We shot stills and videos for Logitech social and our Logicians’ personal channels.
Additionally, we looked to evolve Logitech’s visual elements as well as typography to add emphasis and reflect an evolving view of the world. We created an Escher-inspired weight of Logitech’s brand typeface Brown. Working with Lineto we designed the custom type showing multiple perspectives of each letterform much like the famous “Impossible Objects.”
