Fedrigoni 365 – 2021 Typographic calendar submission
The Fedrigoni 365 calendar, designed by TM Studio for Fedrigoni papers UK, invites UK based design studios and individuals 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 process allowed nearly 1,000 contributors to take part and for each book to be entirely unique. The calendars can be purchased from Counter Print.
Design studio 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 design were to ideas of transparency. But as usual I reverted back 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 moments in 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 letter forms of the 2 + 3 remained legible. However the flat style was far too bland for the final design. 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 and with others constructed from paths emphasised the angular forms whilst creating ambiguous, challenging planes. Whilst styling the typography it was essential to retain perfect symmetry within the design to maintain the ambigram. To reveal this hidden rotational effect, a simple animation was also created for digital marketing.