dOCUMENTA (13)

dOCUMENTA (13), New

dOCUMENTA (13)

For the 13th Documenta, an international art exhibition in Kassel, Germany that opens this weekend, the Italian design group Leftloft created a different kind of logo. The new design flips the use of an initial capital letter followed by lowercase letters, a solution that can appear in any font, even hand-written lettering.

www.nytimes.com


3 Comments
Ryan
I'm not sure that fIREHOSE exactly invented the lowecase first letter/all caps remaining letter motif, but I'd pretty much decided long ago that they owned that. Unfortunately, that decision meant I could never have come up with this bit of brilliance. Damn.
July 14, 12:23 AM
CDDM
Brilliant. That's a revolutionary idea that nobody else would ever come up with, except a random guy on the internet who accidentally hit his caps lock key and/or every 1st grader learning his letters. Besides all those people, it's totally original and brilliant for some reason that I can't come up with right now.
June 18, 2:20 PM
bORING. As someone who admires dynamic branding systems and the interest they bring to the brands they are for, I'm hesitant to label this a meaningful execution within that school of thinking. It's art direction, not identity. The "d" has no reason for being lowercase in relation to the uppercase letters - there is no insight that lead to this conclusion. It also feels like a pretentious use of space as printing in the digital age should be a considered tactic, and a rare one at that. And why use serifed type which was designed for long paragraph reading where your eye needed to be "helped along". Design for design's sake.
June 15, 2:30 PM

 

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