Construct a type-based identity

In 2010, the Ruhr area of Germany was named European Capital of Culture and Lava was asked to design an identity for all cultural activities in the Netherlands. The principal idea was to organise all the activities as a travelling cultural festival, which would encompass everything from fine arts, to music and theatre. The identity needed to be strong and simple so that all the cultural activities could adopt its style without copyright issues.

Having few funds for media attention, even the simplest signifier needed to be recognisable as the festival style. In this tutorial, I’ll show you how we designed the logo, which became the starting point for the identity.


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