in 2012 abc design magazine brought to brazil ellen lupton, a graphic designer, writer, curator and educator, who is well known for her fascination and study within typography; and luigi colani, a german industrial designer who is famous for his organic design forms, which it called "biodynamic” approach. the identity of the event was created to bring different perspectives from two different design areas. in that context, abc x came to promote a dynamic that instigates participants to think otherwise.

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