The upcoming Florence Art Book Fair is set to be a unique and visually captivating event, thanks to the creative vision of designers Edoardo Cantarella and Livia De Magistris. Their collaboration, born from a shared passion for independent publishing, has resulted in a festival identity that is both bold and deeply rooted in the city's rich history.
One of the key elements of this festival's branding is its analog approach, with a strong emphasis on hand-drawn elements. The custom typography for Tam Festival is a masterpiece in itself, constructed with illustrated letterforms inspired by the first letters of the Etruscan alphabet. This choice is not arbitrary; it pays homage to the Etruscans, the first people in Italy to use an alphabetic writing system, derived from the Western Greek alphabet. By delving into this ancient civilization, the designers have created a visual identity that is both unique and deeply connected to Florence's past.
The illustrated characters that shape the festival's visual imprint are a testament to this historical connection. Livia De Magistris, the illustrator behind these characters, drew inspiration from ancient Etruscan symbols, such as vases, terracotta soldiers, and bronze horses. The style is intentionally simple, with lines drawn using a brush and marker, creating a single, slightly crooked line that makes each character special. This attention to detail and historical accuracy is a refreshing departure from the overused visual imagery of the Renaissance, which the designers wanted to distance the festival from.
One of the most intriguing aspects of this festival's branding is the development of the book character, named Zix. In Etruscan, 'zix' means to write, book, or document, making it the festival's star and the thread that ties all the activities together. This cheerful character has become the official mascot, appearing on banners, T-shirts, and tote bags, bringing a sense of playfulness and uniqueness to the event.
The printing process for the festival's materials is just as diverse as the visual identity. Colla, the festival's lead printer, has created inky overspill screen prints, while Todo Modo Dilà has produced Risograph-printed guides. Fustelgrafica handles digital printing, and Torchio Letterpress uses letterpress printing. This variety of printing techniques adds another layer of depth and uniqueness to the festival's overall aesthetic.
In conclusion, the Florence Art Book Fair is poised to be a remarkable event, thanks to the creative genius of Edoardo Cantarella and Livia De Magistris. Their festival identity is a testament to their passion for independent publishing and their deep respect for Florence's rich history. By blending ancient traditions with modern design, they have created a festival that is both visually stunning and culturally significant, setting a new standard for art book fairs.
