Anatome Milano and Trafik - Dynamic Identity

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  • This is my final project for the graduation in Communication Design at the "Politecnico di Milano". 
    In the last laboratory, under the supervision of professors Francesco E. Guida, Gianfranco Torri and Fulvia Bleu, we got to create the identity of a fictional Milan based version of an existing Gallery called "Anatome", in Paris. A gallery wholly dedicated to graphic design.
  • The final logo of the Trafik exposition at the "Anatome Milano"
  • LOGO/BRAND MANUAL

    The first step: creating the Logo.
    After several researches I decided to create a dynamic identity for the "Anatome Milano", generated by a program, in order to represent the versatility of a gallery like Anatome.
    As a dynamic identity, the logo has variables and constants.

    Variables
    The program starts with a very simple procedure: it translates three basic information about the current exposition (name of the designer or group, birth or foundation place, date of birth or foundation) in numbers with a very ordinary operation.
    These numbers will be used as segment of the logo's perimeter.

    Constants
    The constants are created by the program placing the perimeter in a generative grid with rules integrated in itself: the grid allow the standard extrusion of the perimeter, the creation of the logo's faces and the automatic allocation of the chromatic values.
  • The translation from text to numbers done with both the "birth" of the Anatome Gallery in Milan and the french group Trafik and the process of integration between the grid and the perimeter in order to obtain the final logo.
  • Some examples of the same process applied on different subjects: the designer Malte Martin and two groups, Thonik and Paprika.
  • Brand Manual
    In the end, that's the brand manual with all the guidelines about the creation and utilization of the logo and his variants.

  • TRAFIK/EXPOSITION


    As the second step of the project we had to create the exposition for our designer/group.
    This part of the work is divided in poster and banner, sedicesimo, invitations.
    I've decided to focus the exposition on the led-based installations of Trafik and the more interactive part of the works of this french group.

    Poster
    The poster has a standard disposition of the graphic and typographic elements, that will be used for all the Anatome's expositions. In this case, it tries to recreate the effetc of ona of the "pixel based" led installations made by Trafik, in order to communicate at the same time the contents of the exposition, what is Trafik and the Anatome's standard.
  • Digital and printed version of the poster, real size. With a close up of the poster itself, showing the printed "pixel effect".

  • Banner

    The banner is a straight derivation from the Poster, because they're both artefacts dedicated directly to the visitors. 
  • Digital version of the banner, printed version and montage of the banner in his real size inside the main hall of the N building of the Politecnico.

  • Sedicesimo

    The "sedicesimo" is a booklet of sixteen pages that shows what's the main purpose of the exposition, explaining graphically who's the designer or the group displayed at the Anatome.
    In my sedicesimo about Trafik I used all the typical graphic elements used by the french group, trying to tell their working philosopy with both a visual approach, some keywords and an interview to Pierre Rodiére itself (the founder of Trafik) as a "storyteller" throughout the pages.

  • Invitations

    The invitations are based on the two main principles of the exposition: light and interaction. They're just a sheet of semitransparent paper with a two sided mirrored printing.

  • The users need to watch the invitation against the light in order to see all the informations about the exposition. The interaction is explained directly on the envelope of the invitation itself.
  • An exemple of the basic interation between the invitation and the light