Leo Porto & Gabriela Carnabuci
Beyond the Logo: Type as Brand
The logo had a good run. But for today’s cultural institutions—where identity needs to flex across programs, platforms, and publics—it’s typography that does the heavy lifting. Using our work with PAC NYC and Kunsthalle Basel as case studies, we propose that type isn’t just a design element: it can be a brand’s signature. This talk will explore how institutions (and brands) leverage typography to create lasting recognition, find their voice, and build a distinct sense of place.
About Leo Porto
Leo is a Brazilian designer, Founder and Executive Creative Director at PORTO ROCHA, a New York-based strategy and design agency recently named Independent Agency of the Year by D&AD. Before founding PORTO ROCHA, he was Design Director at COLLINS and worked at renowned studios such as Pentagram, Mother, and Chermayeff & Geismar & Haviv. Leo’s work has been recognized by major design awards and publications, including Young Guns, The One Club, the Webby Awards, Print Magazine, and The Type Directors Club. Specializing in branding and design systems, he has created identities for some of the world’s largest brands, including Nike, Netflix, and Twitch.
About Gabriela Carnabuci
Gabriela is a New York-based designer and art director whose work combines creative and systematic thinking to craft visual identities with lasting impact for global brands. Her work spans brand identity, editorial design, experiential design, and packaging. Prior to joining PORTO ROCHA, she worked at Base Design, Studio Lin, and Synoptic Office. Her work has been recognized by The Type Directors Club, Creative Review, It’s Nice That, and Dieline. She is now an Associate Design Director at PORTO ROCHA, where she has worked on brand identities for a diverse range of clients including Netflix, Apple, Melissa, and Kunsthalle Basel.
