Typomania 2021 Festival Гештальт
This work
in other
nominations
Promotional printed Media and Item Design
Task
Typomania Moscow International Festival is an independent cultural project dedicated to type, typography and visual experiments. The festival is held in the format of online conference for the second time and the exhibition of the speaker's works remained offline but with a focus on digital space. The task of the identity is to attract the attention of designers with its unusual and non-standard nature.
Ideas and solutions
We realized that the word “mania” has never been highlighted in terms of the festival brand identity. The lockdown revealed all our strong emotions. We expressed them via letters as if we attended a therapy session. And we decided to continue it holding a crazy letters contest where everybody could reflect on his/her emotions, release them and imagine what letters could feel in our place. We used emotional typography facing it with formal structure of medical prescriptions and templates and created a developing over time brand identity. As the date of the festival approached, the tension was growing and the letters, becoming more nervous and anxious, started to subject the space breaking the grids and making everything move. In a word, it was a total type madness what is ment by the name of the festival.
