WHAT IS LOVE? (BABY DON'T HURT ME)

"Liebe ist spontan und unerwartet. Vielleicht heute, vielleicht morgen.
Liebe erfordert deine Aufmerksamkeit, ist manchmal subtil, manchmal laut.
Liebe verlangt etwas von dir, gibt dir aber mehr zurück.
Liebe ist vielfältig, aufregend und schwer in Worte zu fassen.
Du wirst einiges lieben, manches aber nicht.
Um das herauszufinden musst du Liebe zulassen."

LIEBE is whatever makes people feel something. And it's a brand that's time is yet to come. In the context of a virtual company, the final project in design school, it came to be when my colleagues and me put our heads together. It is the brand we created when we had total freedom and only one question on our minds: "What is worth being put out there?"

The design revolves around a typelogo with analog roots. It's self-destructive and self-censoring - after all you'll have to put in some effort to find LIEBE. It's accompanied by a solid bar with a break representing the break in habits and also offering a lead for the grid that's underlying the whole design.