Bronze Print and Published Media Design · 2020
Light - Discovering Umbria Typographic Book
by Paul Robb
- A' Design Award 2020 Bronze Winner in Print and Published Media Design
- Awarded April 15, 2020
- CLIENT: Salt & Pepper
- Estimated Number of Design Views: 24,394
- Verification code AA26A8CB62 · Verify this award
About Light - Discovering Umbria Typographic Book
After the devastating earthquake of 2016, the Umbria Region of Italy required a reposition of its communications. This catalog is that journey displaying the cultural riches of unknown areas of the territory. Each of the section index pages was designed focusing on communicating that storytelling. Although mainly a photography journey of light and unseen culture, the textual part of the catalog has been treated to balance the visual story.
Press Kit
- Unique Properties
- Dynamically anchoring the catalogs are two bespoke typefaces. The first font is three different combinations. Inspired from concealing and reflect the words with controlled randomness emulating the lighting situations in continual flux. The same word yields different combinations each time creating a rhythmic pattern.
The second font was inspired by shadows within the photographs and the idea of expanding light. Each letter is extended characterizing the long-drawn shadows. - Dimensions & Packaging
- Cover: Fedrigoni sirio black black gr. 290
Internal pages: Fedrigoni arco design da gr. 140 - Tags
- Type/Font Design, Identity design, Catalog, Photography, Typography
- Production Technology
- Volume: 256 pages
Cover: Silkscreen printing
Internal pages: 4 color offset - Design Challenge
- Having been affected by the earthquake of 2016, these catalogs explore and celebrate the cultural unseen beauty of the region of Umbria. The catalog accompanies the traveling exhibition, used to demonstrate how little of the cultural heritage was affected by the earthquake and to dispel misrepresented ideas in the press.
- Project Duration
- Design and Art direction from November 2018 to January 2019, Umbria, Perugia
- Operation Flow
- The book was developed as a marketing and branding territorial advertising piece. We were approached to identify and refocus and create a marketing tool to requalify and reinforced an optimistic public perception of the region. Only 7% of the territory was damaged by the earthquake but reported in the press as being 100% damaged, the concept was to reinforce the brand reputation and demonstrate to the territory.
The project has been shortlisted to the Italian ADI Design Index - Compasso d’oro 2020 and won Gold at the Novum Awards 2019 and Sustainable design of the year at the Novum Awards 2019. - Research
- All areas of the Umbrian territory were visited and researched by the journalist, Cristiana Mapelli. Developing the story from the local population we were able to discover places only they knew, exposing cultural elements not on the normal visitors itineraries.
- Inspiration
- The catalogs explore the links between photography light and shadow within the confines for the rich local cultural heritage, a photographic journey of the territory and juxtaposes custom typefaces and contemporary layout.
- Image Credits
- Photography copyright, Paul Robb & Marco Giugliarelli
Colors of Light - Discovering Umbria Typographic Book
Grand Interview about Light - Discovering Umbria Typographic Book
The original designs in the book were studied within the environment, and the idea of having a typeface that moves, almost shifting, was designed to reflect the resilience of the earth's shifting but not falling, remaining intact, ready to flex back.
Custom fonts are part of our DNA, especially with this project, as we needed to communicate a reactional feeling of the moment. They give a more personal approach to creating a sensation for communication.
Absolutely. The feelings were so strong, and the people of each of the towns were affected differently. We needed to have that personal approach within the layouts. It was almost an interpretation of the territory and how it was now moving forward, holding on to its cultural heritage.
We only have the power to change tomorrow, and holding on to the cultural essence was a perfect tool to display all that was not damaged, and remains an internal part of the populace. Not all the territory was affected in the same way and it was important to have a marketing tool that was progressively positive to display the Irish heritage.
We wanted to focus on elements that could live together and create a system that worked together. The idea of developing the type into paper sculpture was sensitive to the photographs of the territory.
They needed to give that sensation of personal emotion, remaining sensitive to the specific town. A personal feeling developed as an emotive expression.
The cover was a simple solution. This extremely black surface with the design, and screen print, developed the idea of light out of the darkness. A book has to be held and experienced, so the design needed the tractability of a delicate, elegant paper that when touched gives a positive emotional experience.
Most of the cultural photographic content was internal shots, so the light and shadow were prevalent. The idea of bending a typeface to create that movement was developed. It reflected the idea of light and shadow and the idea of the earth flexing.
With the help of the branding, the book and exhibition were styled to work together. It gave the project a sense of positive participation, helping the populace to reflect on the future, using their cultural heritage as a catalyst.
Although we only received a Bronze A' Design Award, the book was shortlisted for the Italian Compass d'oro and won golds in other competitions. This exposure helped the overall brand to communicate and promote the region internationally. It also demonstrated that branding a region can be executed at an emotional and visceral level, creating an emotional branding system.