Brand Identity

Prague School of Design’s Morphing Identity

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Moscow-based designer Anna Kulachek has been designing show identities for the Prague School of Design since 2012. Over that time, she has taken her original typographic styling and evolved it into a modular vocabulary of lines and curves that she has morphed into new forms. The breaks in the letterforms suggest that the pieces can be split apart and reassembled into different letters as well as purely decorative lines, half circles and squiggles that look like they are made up of letterform leftovers. The result is a graphic system that retains a consistent look that identifies it with the Prague School of Design, yet changes in surprising and playful ways.

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