In the realm of visual identity, where logos and branding reign supreme, the story of Florence's first art book fair, Tam Festival, emerges as a captivating tale of creativity and innovation. The festival's branding, a harmonious blend of hand-drawn type and doodled logos, is a testament to the power of illustration in shaping a unique and memorable visual identity. This is a story that goes beyond mere aesthetics; it's a narrative of how a shared passion for independent publishing can spark a festival that celebrates the written word and the art of illustration. What makes this particularly fascinating is the collaboration between graphic designer Edoardo Cantarella and illustrator Livia De Magistris, who, through their shared love for independent publishing, created a festival that is as much about the process as it is about the product. From the moment they crossed paths, it was clear that their combined expertise in brand identity design and illustration would result in something extraordinary. Their journey began with a simple yet powerful realization: the absence of a festival dedicated to independent publishing in Florence. This void inspired them to create something tangible, something that would bring the community together and celebrate the art of the written word. The designers' decision to take an analogue approach and lean into hand-drawn elements was a strategic move. By constructing custom typography with illustrated letterforms inspired by the Etruscan alphabet, they created a visual language that was both unique and deeply rooted in Florence's history. The Etruscans, the first people in Italy to use an alphabetic writing system, became the foundation of the festival's identity. This historical connection not only added depth to the branding but also set the festival apart from the visual imagery of the Renaissance, which, while wonderful, was too overused and reductive. The illustrated characters that shaped the visual imprint of the festival's first edition were a tribute to this period of history. Livia's research into ancient Etruscan symbols, from vases to terracotta soldiers, informed the style and language of the illustrations. The lines were drawn with a brush and marker, creating a simple yet distinctive look that made each character special. Out of all the iterations, the pair decided to develop one character further, the book, which they named zix. In Etruscan, zix means to write, book, or document, making it the festival's star and the thread that ties all the activities together. This cheerful logo, with its wonderful inky overspill of screen print, was applied across the festival's applications, from banners to T-shirts and tote bags. The collaboration between the designers and various printers, including Colla, Todo Modo Dilà, Fustelgrafica, and Torchio Letterpress, ensured that the festival's visual identity was not only cohesive but also diverse and dynamic. What many people don't realize is that the festival's name, Tam, is also rooted in the Etruscan language. In Etruscan, to create, design, or build translates to Tham, and this is the origin of the festival's name, as well as the root of its entire visual identity. This story is a testament to the power of collaboration and the impact of shared passion. It's a reminder that sometimes, the most extraordinary things can emerge from the simplest of realizations. From hand-drawn type to doodled logos, the visual identity of Tam Festival is a celebration of the written word and the art of illustration. It's a story that invites us to think about the power of history, the importance of community, and the magic that can happen when people come together to create something truly special.
