Atelier Monarque Architecture (AMA) mandates Paprika to create its identity and platform based on its mission : Question the principles and practice of design to create environments of a deliberate simplicity. The AMA logo is built like a wave effect, it refers to the monarch flight. The high-contrast lines of the logo are inspired by the butterfly’s wing patterns. The geometric structure of the logo evokes architecture. Its rhythm is created by the effect of repetition.