Mon Amour
3 weeks
"Cubism was an attack on the very idea of perspective, the dominant mode of representation for the previous 500 years.” – Mark Rosenthal
With Paris selected as the host for ATypi’s 2023 Typographic Conference, I designed a brand identity inspired by the influential Cubist movement of the 20th century. The identity aims to:
The visual identity of "Mon Amour" is heavily inspired by Cubism, the early 20th-century avant-garde movement that revolutionized the art world. This identity captures the essence of innovation and diversity, reflecting the spirit of both the conference and the city of Paris.
With Paris selected as the host for ATypi’s 2023 Typographic Conference, I designed a brand identity inspired by the influential Cubist movement of the 20th century. The identity aims to:
- Unite the diverse audiences and artistic expressions in Paris.
- Build on the excitement and creativity of Paris’s cultural scene.
- Draw inspiration from Paris's rich artistic heritage.
The visual identity of "Mon Amour" is heavily inspired by Cubism, the early 20th-century avant-garde movement that revolutionized the art world. This identity captures the essence of innovation and diversity, reflecting the spirit of both the conference and the city of Paris.
HISTORICAL REFERENCE
Inspiration
Following their 1907 meeting in Paris, artists Pablo Picasso and Georges Braque pioneered the Cubist style, a new vision for a new century that inspired art and cultural growth. The artists developed a visual language of geometric planes, which often challenged viewers to understand a subject broken down and often represented from several angles at once.
“Cubism is the acknowledgment that the world isn't seen in simple lines and shapes, but in a complex web of perspectives.”
– Christopher Green
DESIGN SYSTEM
Brand Identity
CREATIVE STRATEGY
Duality
The duality of Cubism lies in its ability to deconstruct and reconstruct, abstract and represent, intellectualize and emote, and bridge the gap between traditional and modern art. This multifaceted approach allowed Cubist artists to explore new dimensions of visual expression and significantly impact the trajectory of modern art.
The identity is crafted to embody the event's Cubism theme, inspired by the movement's distinctive geometric planes. The typography features bold, angular lines, while the shapes are rendered in shades of green and orange, echoing the palettes of Picasso's and Braque's Cubist works. The deliberate use of black and white adds a minimalist touch, conveying sophistication and elegance.
