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New Paradigm is a digital transformation consultancy enabling businesses to transition to digital platforms in the new era post COVID. The brand stands for accepting change and shifting perspective. The concept for logotype originates from a pixel to moving slabs, developing into a typeface resonating the idea of a paradigm shift. Pixel, the smallest unit of a digital image represents transformation starting from a smallest unit; a leader, a team or an idea. When these forces work together in combination, transformation occurs. Hence, paradigm shift.