The region “Lazio” launched an international contest for the design of the brand, to promote the tourism in the area.
We want to express the variety of things to discover, to look, to taste and to live in Lazio. This is possible not only with a unique symbol, but with a system of icons, where all the icons have the same importance, like many letters that compose a word.
Not a symbol, not a closed brand, but a whole language. We created “LaType”, the font for Lazio, an alphabet with which is possible to transmit the sense of the written word, and at the same time, the visual and the iconic value, that can strengthen the same word through a mimesis process or can represent other things, in a continue flux of messages and cross-references.
This is the way to underline the big diversity of proposals, and to arouse the interest about Lazio and the desire to discover the region.
A fusion between letters and icons, a story told through the architectural symbols, gastronomic delights and all the different cultures that in the centuries have passed through this land. Cities, villages, geographic area but also IGP products (Protected Geographical Indication), history and culture, all in a unique code.
A code not closed that will be able to evolve along the time, engaging people virally to the participation and to the creation, not only of own name or own city, but also of new points of view, new perspectives, new ways, new realities, extending and increasing in this way the iconic system proposed.