Brand Identity: 2783
“This is not a brand identity project, this is the story of a dream. A 2783km long dream.” So explains Federico Landini, the designer responsible for this highly conceptual take on logo design.
Florence-based Federico has formulated the identity for Xavier Vilar, an interaction designer from Spain. Federico tells us it is the “dream” of Xavier to live in Stockholm, which is exactly 2783 kilometres from the latter’s doorstep in Barcelona. The logo design therefore attempts to communicate Xavier’s aspiration to migrate to Sweden.
“The 2783 logo is created to be incomplete, and not really readable, it requires an interactive action” Federico tells us. “The only way to complete it, is to draw a line from its extreme left to the extreme right” he further adds. As a result, the line symbolically represents Xavier’s dream – and only when the journey is actualised will his identity be complete and fully legible.
The idea of the traversing line has also been extended and incorporated into Xavier’s business card by way of a horizontal slit that runs from left to right.
“The business card has a hole in correspondence of the line shape. Using it as a mask, and looking through the hole, is [sic] possible to see the great auto-generative pattern that nature has to offer: Life!” asserts Federico.