Decades of 20th c. art history get matching identity
Creating identity for an art institution is definitely not every graphic designer’s dream, as their work usually just serves as a neutral background to the featured artists and artworks taking the show. That’s the reason why we rarely see any bold and truly authentic efforts from the field, which is quite a paradox regarding galleries are all about celebrating creativity and artistic originality. Milanese Museo del Novecento’s yearly programme, however, demonstrated the perfect project-based approach that allows a wider playground for the related graphic duties. The curatorial team dedicated each month to showcase the art of the corresponding decade from the 20th century. To make the project a unified whole, they commissioned various graphic artists to create a separate typography and broadening for each month.
London-based Alice Donadoni was tasked to translate the aesthetic of the 1900s/10s/20s (respectively the January, February,and March porgramme) to a contemporary merchandising pack. Visual inspiration, of course, was drawn from the most significant artistic movements of the given decade. Donadoni started with the typeface which then she altered into further characters according to “mimic the strongest features of the leading art style.” The polished-up references to old styles were paired with a muted colour palette, resulting in an overall fresh and very 21st century look.
Source: It's Nice that
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