In the realm of visual identity, where every stroke and shade carries weight, the story of Florence's inaugural art book fair is a testament to the power of collaboration and the allure of the past. The fair, a brainchild of graphic designer Edoardo Cantarella and illustrator Livia De Magistris, is a celebration of independent publishing, and its visual identity is a captivating blend of tradition and innovation. What makes this project truly remarkable is the designers' decision to delve into the ancient Etruscan civilization, a culture that has long been overshadowed by the glories of the Renaissance. By drawing inspiration from the Etruscans, the designers have crafted a visual language that is both timeless and contemporary, a perfect fit for the fair's theme of independent publishing.
One of the most intriguing aspects of this project is the use of hand-drawn elements and illustrated letterforms. The custom typography, constructed with the first letters of the Etruscan alphabet, is a nod to the ancient origins of writing in Italy. This approach not only pays homage to the past but also adds a layer of uniqueness and personality to the fair's branding. The designers' choice to use a single, slightly crooked line for the illustrations is particularly fascinating. It adds a touch of whimsy and charm to the characters, making them instantly recognizable and memorable.
The festival's official mascot, a book named Zix, is a testament to the power of storytelling. In Etruscan, 'zix' means to write, book, or document, making it the perfect symbol for the fair's focus on independent publishing. The mascot's cheerful and friendly design, with its inky overspill of screen print, has become the thread that ties all the activities together, creating a cohesive and engaging visual identity.
What makes this project truly special is the designers' intention to distance Florence from the visual imagery of the Renaissance. By delving into the past and discovering the Etruscans, the designers have created a visual identity that is both unique and relevant to the city's history. The use of ancient symbols and the exploration of the Etruscans' writing system have given the fair a distinct character, setting it apart from other events in Florence.
In my opinion, this project is a brilliant example of how design can be used to tell a story and create a sense of place. The designers' decision to explore the Etruscans and their writing system is a bold move that pays off in spades. It adds a layer of depth and meaning to the fair's branding, making it more than just an event; it becomes a celebration of Florence's rich cultural heritage. Personally, I think this project is a must-see for anyone interested in design, history, and the power of storytelling. It's a testament to the fact that design can be a powerful tool for preserving and celebrating the past, while also being innovative and contemporary.
