In the realm of visual identity, where logos and branding reign supreme, the story of Florence's first art book fair, Tam Festival, stands out as a testament to the power of illustration and the unique vision of its creators. The festival's identity, crafted by graphic designer Edoardo Cantarella and illustrator Livia De Magistris, is a vibrant tapestry woven with hand-drawn elements and a deep dive into the ancient Etruscan civilization. This article delves into the creative process, the symbolism, and the impact of this bold visual identity, offering a fresh perspective on the fusion of art, history, and independent publishing.
A Festival Born from Collaboration
The story begins with a chance encounter in 2024 when Livia joined Eduardo and Guilia Tordi's graphic design practice, Weird Studio, in Florence. Their shared passion for independent publishing sparked an idea for a festival celebrating artist books. This vision soon became a reality with the addition of Elisa Basilissi, a fellow enthusiast of graphic design and independent art in the Florence area. Together, they embarked on a journey to create Tam Festival, a groundbreaking event in the city's cultural landscape.
Analogue Approach and Etruscan Inspiration
The designers' decision to take an analogue approach was deliberate. They sought to create a visual identity that would distance Florence from the overused imagery of the Renaissance, instead looking to the past for inspiration. The Etruscans, an ancient civilization that united history, writing, culture, territory, and design, became the focal point. Their research led them to the first alphabetic writing system in Italy, derived from the Western Greek alphabet, which formed the basis for the festival's custom typography.
The custom typeface, constructed with illustrated letterforms inspired by the Etruscan alphabet, became the cornerstone of the festival's identity. The designers chose Neureal by Ecal Typefaces as a secondary font, adding depth and variety to the visual language. This analogue approach, with its emphasis on hand-drawn elements, brought a unique and personal touch to the festival's branding.
Illustrated Language and the Birth of Zix
The illustrated characters that shaped the visual imprint of the festival's first edition were a tribute to the Etruscans. Livia immersed herself in research, drawing inspiration from ancient symbols such as vases, terracotta soldiers, and bronze horses. The style was meant to be simple, with lines drawn with a brush and marker, creating a slightly crooked, unique look. This approach added a human touch and a sense of warmth to the festival's branding.
Out of all the iterations, the pair decided to develop one character further, becoming the festival's official mascot: the book, named Zix. In Etruscan, Zix means to write, book, or document, making it the festival's star and the thread that ties all activities together. This cheerful logo, with its wonderful inky overspill of screen print, was applied to banners, T-shirts, and tote bags, becoming an iconic symbol of the festival.
A Visual Attachment to Place
The festival's visual identity is not just about the logo or the characters; it's about the connection to the city of Florence. The designers' intention was to find a new visual identity that could distance Florence from the overused imagery of the Renaissance, instead drawing inspiration from the Etruscans. This approach gave the festival its name, Tam, which in Etruscan means to create, design, or build. It also set the festival apart, offering a fresh perspective on the city's cultural heritage.
Impact and Broader Implications
The impact of this bold visual identity extends beyond the festival itself. It has the potential to shape the way Florence is perceived, offering a new lens through which to view the city's history and culture. The use of ancient symbols and the emphasis on independent publishing create a sense of continuity and innovation, inviting visitors to explore the city's past while celebrating contemporary artistic expression.
In conclusion, the visual identity of Tam Festival is a testament to the power of collaboration, the importance of historical context, and the potential for illustration to shape cultural events. It invites us to think about the role of visual identity in shaping our perceptions and the ways in which we can use the past to inform the present. From my perspective, this festival is not just about books and art; it's about the stories we tell and the ways in which we can use them to create a more vibrant and diverse cultural landscape.
