(Est. 2018) “La Pionera is a new open air space that promotes cooperation among people and projects in the city of Barcelona (promoted by Ajuntament de Barcelona). It is a space of opportunities for entrepreneurial people and new projects focused on socio-economic innovation, all from a gender-conscious perspective. It is a showcase occurring once a month, in which more than 300 different initiatives and projects are expected to participate in the 2018-19 period.”
131 (Barcelona, Spain)
From the variability of innovative people and projects, we began working on a flexible typographic system in our studio. Its identity is built around a font of 26 solid characters and 52 spontaneous alternative characters that can be interchanged to generate an easy to build and scalable language.
The name (by Nom Nam) is in the feminine. La Pionera is the one who opens the way for others. A colourful campaign has been developed in order to present the project to our neighbours in Barcelona.
As a visual system, it lets pioneers generate billboards for concerts and events (circuses, dance performances, talks) that take on a fresh and vernacular tone. An application developed by Santi Grau allows for the writing of messages composed with the letters that are instantly printable. Everything from street posters to signage, to the contents for totems inviting access to spaces, can be generated with this system.
Images (opinion after)
One of the reasons I wanted to post this was to compare it to the recent post on MFO as they share a similar approach but one that I feel was more successfully executed here. This is not meant to belittle the MFO project at all but perhaps it’s a helpful comparison for anyone looking to take on an approach like this. So… the concept is mostly the same, to convey diversity through type that shares the same bones but has different skins. Where MFO ran into problems was in making it TOO diverse by having a system that allowed for a wide range of manipulations in each letter, leading to really weird individual letter compositions. Here, the letters are pre-defined and yield proper compositions like the “R” in the header image — that’s an awesomely squiggly “R” — and they make for a much more cohesive and pleasant system. The style of each variation here is a little more playful too and the variations contrast really well with the solid characters. Moving away from the comparison to focus on this project, I really like the vibe they have achieved… it feels energetic and engaging. The various dark-ish colors work well together with the all-black typography and the font does a really good job in establishing a recognizable element. Lastly, golf claps for the signage that has the cut-out logo — looks sweet.