The Chaos’ shape. Starting from its name and logo and getting to all the elements – both offline and online – of the brand identity, this project takes inspiration from the Chaos theory by Edward Lorenz, who discovered in 1960 the shape of motion in the space: a double spiral, which we find stylized in the logo. Edward Lorenz described his theory through the popular Butterfly Effect: “A butterfly flapping its wings in Brazil can produce a tornado in Texas”.