Character traits - SID

Character traits

Typeface originated by researching, selecting and photographing architectural, organic, natural forms, objects, furnishings, spaces, corners, walls, fittings, porphyries, body parts, materials, which turn out to have a formal similarity to each letter of the alphabet, A to Z. Following careful observation, the students searched for typefaces that resembled the shapes photographed and examined. The whole project was typeset into a book made entirely by the students, from the cover, to the contents, to the binding itself. The project-book designed, had to have a consistent and coherent mood and atmosphere through the unraveling, page by page, of a coordinated sequence of images. As a summarizing tool, a Graphic Manifesto was required that contained the title and subtitle of the project, the photographic shots and the font associated with them.

The logo

To reinforce the identity of Avanguardia Medica, a minimalist logo-font was chosen, consisting only of the company name and a distinctive font. he payoff “we take care of you” was retained, so as to emphasize the attention devoted to each patient.