We designed a little identity for the Lausanne’s Design Museum Association. The “Amis du mudac” has the aim to gather likeminded people around the activities of the museum. The brief request was a bold and strong identity that could stand out.
So we thought about using typography as a sculptural object and give it the status of some kind of a character. We designed the “big A” taking inspiration from an advertisement poster made by the artist and designer Fortunato Depero for Bitter Campari.
For the typography we used the Aldo Novarese “Forma”. This typeface was designed to make an improvement of the cold and mathematical Helvetica. In fact the “Forma” has little rounded corners, the vertical lines are slightly bended and it has a unique single floor small case “a”.
Why so much latin attitude in such little identity? Sure the wish is that the members will be able to party around a nice Campari Depero’s bottle, as a celebration of good design.