A branding project for Typo Lyon, an international conference on typography and design hosted by ATypi (Association Typographique Internationale). The Typo Lyon logo extends the stems of the letters T and L. By expanding on this technique, I created a typographic system that horizontally extends the stems of letters in the alphabet, calling it "The Shift." This typographic system not only reflects the anatomy of the typography itself, but also it is used for the name of the experience which visitors can "expand" and "shift" their knowledge of typography. On top of the shifting of the stem, different combinations of letters create unexpected shifts and expansion throughout the identity system, which viewers can constantly discover new and dynamic visuals during the conference.