dOCUMENTA (13) on LogoLounge.com

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