Posigraf Printing Company Design & Branding TIPOS 2012 by Positivo Comunicacao Grafica

TIPOS 2012

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Brazil
Agency Positivo Comunicacao Grafica
Art Director João Marcelo Leal
Designer Denize Pimentel, Heloisa Garrido, Tânia Lopes
Released December 2011

Credits & Description

Category: Calendars
Advertiser: POSIGRAF
Product/Service: CREATIVE AGENCY
Agency: POSITIVO COMUNICAÇÃO GRÁFICA
Chief Executive Officer: Giem R. Guimarães (Posigraf)
Art Director: João Marcelo Leal (Positivo Comunicação Gráfica)
Designer: Denize Pimentel (Positivo Comunicação Gráfica)
Designer: Heloisa Garrido (Positivo Comunicação Gráfica)
Designer: Tânia Lopes (Positivo Comunicação Gráfica)
Graphic Producer: Talita Pires Carvalho (Positivo Comunicação Gráfica)
Pre-Printing Manager: Luiz Seman (Posigraf)
Art Finalist: Rodrigo Maia (Positivo Comunicação Gráfica)
Writer/Revisor: Alessandra Stromberg (Positivo Comunicação Gráfica)
Writer: Eloi Zanetti
Media placement: Wall Calendar - Distributed To Prospects, Clientes, Partners - December 2011

Describe the brief from the client
The client’s briefing consisted in paying tribute to printing and design, transformed into art through the talent of typographers. It also sought to recognize the legacy left by the inventors of letters and fonts, designers of the written word who, through their creativity, turned form into content.
The idea was that every month the material would look at the history and interesting titbits about 12 of the most popular fonts used worldwide, like Helvética, Times New Roman and Garamond, translated into an interesting and special design for a calendar, presenting 1 font and its variations each month of the year.

Describe the challenges and key objectives
The big challenge was transforming a relatively simple theme into an innovative calendar that would give typography the importance it deserves.
We could choose only 12 fonts, presenting 1 each month, from such a variety of successful fonts, and then define which had the greatest relevance. It was a great endeavour to revisit the history, design and popularity of these fonts, and utilise the entire family of chosen fonts in a way that was harmonious and understandable.

Describe how you arrived at the final design
The initial idea for the project was to pay tribute to typography in an innovative way; however, the design evolved throughout every step of development, as the new ideas came forth from the designers during the creative process.
The format started out rectangular and turned into a square. The special colours used were the result of various tests and combinations, in an attempt to combine colour and its meanings to the chosen font of the month. The design of this piece had to be adjusted many times, as it had to respect an exclusive creative line that had an impact: distinctive and at the same time understandable.

Give some indication of how successful the outcome was in the market
Thanks to the creativity and talent of the typographers, the true inventors of letters, this material that brings with it a tribute, made an impact on the market. The calendar’s innovative design, its boldness, colours and formats, won it many accolades from the target audience, published in social networks like Twitter and Facebook, and it received acclaim in the national press as well, cited below:
- Arquiteto Online
- Comunique-se
- InformationWeek
- Portal Graph Print