We designed the identity for Lausanne’s Design Museum Association. The “Amis du Mudac” has the aim of gathering likeminded people around certain activities within the museum. The brief request was a bold and strong identity that could stand out.
We decided to use typography as a sculptural object, emphasising its size to give it an almost anthropomorphic resemblance. We designed the “big A”, taking inspiration from an advertising poster made by artist and designer Fortunato Depero for Bitter Campari.
For the typography we used the Aldo Novarese “Forma”. This typeface was designed as an improvement to the cold and mathematical Helvetica. The “Forma” typeface has little rounded corners, its vertical lines are slightly bent and it has a unique single floor small case “a”.
Why so much latin attitude in such little identity? The ambition is that members will be able to enjoy a nice Campari bottle in celebration of great design.