Fedrigoni 365 – 2021 Typographic calendar submission

The Fedrigoni 365 calendar, designed by TM Studio for Fedrigoni papers UK, invites UK based design studios and individual creatives to contribute. For the fourth edition, a completely new and ambitious approach was undertaken. To maximise the number of participants only a number from 1-31 was assigned rather than a full date. Via cutting-edge digital printing technology and algorithms, the new design process allowed nearly 1,000 creatives to take part and for each book to be entirely unique. The calendars can be purchased from Counter Print.

Design agency Superfried was fortunate to be selected for a third consecutive year and was assigned the number 23 in addition to the prompt word 'clear'. Initial thoughts for the typographic design were ideas using transparency. But as usual, I reverted to form using op-art / symmetry and found that the numerals could be rendered to form an ambigram – remaining identical when turned through 180 degrees.

The realisation reminded me of one of my favourite aspects of graphic design – creating something that initially appears confusing, abstract, and with no meaning, but upon closer inspection, becomes clear. A rather tenuous connection to my assigned prompt word, I must admit.

Testing the ambigram proved that the lettering for the 2 + 3 remained legible. However, the flat design style was far too bland for the final creative solution. Continuing with my running theme for the previous typographic submissions to Fedrigoni 365 – 2019 . 2020 – it was time to apply some quirky 3D illusions of depth.

Combining areas of block colour with others constructed from paths emphasised the angular forms whilst creating ambiguous, challenging planes. Whilst styling the typographic design it was essential to retain perfect symmetry within the illustration style to maintain the ambigram. To reveal this hidden rotational effect, a simple animation was also created for promotional marketing.