Denver Art Museum
What Is Modern?October 20, 2010
The concept of modernism is typically defined as or associated with the most current, forward thinking, application of thought and practice. In creating the identity for the Denver Art Museum's exhibition, entitled What Is Modern? we attempted to deconstruct the very idea of modernism and in so doing aimed to create something current, forward, new and representative of the immediate state of our graphic design practice.
To do so we chose to study the series of serif typefaces commonly known as Bodoni and classified as diode modern. These typefaces were originally designed by Giovanni Battista (Giambattista) Bodoni in 1798. In their early stages of development they were considered "transitional" typefaces in the field of typeface design but as the Bodoni faces were refined they later became recognized as "modern."
The What Is Modern? logotype is a function of a detailed study into the refined simplification of thirteen characters of one of the original Bodoni faces in an effort to produce new, modern typography derived from something epitomizing modernism over 200 years ago.
Typeface: Bodoni Poster Modern