Cátedra UNESCO de Leitura PUC-Rio
(refused visual identity project)
This research institution inside PUC-Rio is concerned about reading in the broadest sense, in few words, as a interaction between the reader, the text and their context. They asked Escritório Modelo de Arquitetura e Design (inside PUC-Rio) to design their visual identity and the Escritório has called me and João Doria to do it.
We sticked to the concept of reading as an open experience, ie, as a rich one that could lead to unpredictable results. We thought this was already to much to 'show' on an identity system, and we tried to stay subtle on suggesting that idea, in a way the logotype could keep the minimunn conciseness. After we tried several ways to 'open' the text, to show its capacity to provide other readings, we decided to reveal the empty space between the letters also as a bit of information that was actually essential to the 'letter and text reading', being itself readable. The absence of color reinforces this formal matter.
Unfortunately this project was never adopted, and it never became a system, due to communication problems.
January 2007 @ PUC-Rio
typeface: Gotham
Example of a paper folder
Envelope