Leon León is a French-Mexican company specializing in furniture and interior design, which began to work inspired by the iconic Acapulco chair. As any well-executed project wanting to evolve, today it wants to go for more. For the identity, Futura Agency decided to start at the root of the brand and reinterpret its Euro-Latin origin, mixing European abstractionism, and contrasting with native figurative art and the tropical spice of Acapulco. For the logotype, they created unique characters even though the name is itself a play on repetition. The result is an abstract, joyful, risky and colorful brand, a hypothetical visual representation of Kandinsky emerging in 70’s sunny Acapulco instead of frozen Moscow.