Language is more than a means of communication it’s a bridge between cultures, a shared ground where ideas and learning converge. This was the starting point for PLS, a Buenos Aires based company that provides language training for executives working in multinational environments. Their challenge: to create a visual identity that expressed both expertise and an international perspective, while celebrating the unifying power of words.

The resulting identity by Buenaventura revolves around a central idea: the beauty of understanding. It positions language as a refined form of connection an exchange that transcends borders and brings cultures together.

At the heart of the system are phonetic symbols, the elemental forms of spoken language. These shapes informed both the logo and a custom typeface, a proprietary alphabet designed with rhythm, harmony, and nuance. This typographic system not only ensures coherence across every platform but also gives PLS a distinctive, universal voice one that transforms language into a structured yet sensitive visual expression.