Branding Identity & Type Experiment: Valdrada
City of Valdrada Experimental Type Identity & Branding
Art Direction, Branding, Typography, Graphic Design
 

The City of Valdrada is a fictional city from Italo Calvino's Invisible Cities. The book explores imagination and the imaginable through the descriptions of cities by an explorer, Marco Polo. The book is framed as a conversation between the aging and busy emperor Kublai Khan, who constantly has merchants coming to describe the state of his expanding and vast empire, and Polo. The majority of the book consists of brief prose poems describing 55 cities. Short dialogues between the two characters are interspersed every five to ten cities and are used to discuss various ideas presented by the cities on a wide range of topics including linguistics and human nature. The book is structured around an interlocking pattern of numbered sections, while the length of each section's title graphically outlines a continuously oscillating sine wave, or perhaps a city skyline. The interludes between Khan and Polo are no less poetically constructed than the cities, and form a framing device that plays with the natural complexity of language and stories.

In my typographic exploration on the ancient city of Valdrada, the city built beside a lake where its reflection does not reflect what is in reality, I am using ideas related to reflection that does not mirror reality. The Valdrada experimental type logo is set to Univers 67 Bold Condensed and manipulated to create the effect as it appears to be in constant motion.

Every 2-page spread in the typographic book does not contain the same typographic layout throughout the entire book. "Ends," is a short story written by American author, Zac Hill. The french fold duplex poster is set to placeholder text.


Pratt Institute MS CommD graduate student work with Prof. Peter Kaplan - New York City
Trisha Tan © 2012
Branding Identity & Type Experiment: Valdrada
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Branding Identity & Type Experiment: Valdrada

Promotional 2-sided poster and Experimental-type explorations and book layout design for the fictional city of Valdrada, from Italo Calvino's boo Read More
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