In the realm of visual identity, where logos and branding reign supreme, the story of Florence's first art book fair, Tam Festival, emerges as a captivating tale of creativity and historical exploration. This festival, a brainchild of graphic designer Edoardo Cantarella and illustrator Livia De Magistris, is not just about promoting independent publishing; it's a journey through time, a nod to the ancient Etruscans, and a bold statement in the visual arts.
A Festival Born from Collaboration
The story begins with a chance encounter in 2024 when Livia joined Edoardo and Guilia Tordi's graphic design practice, Weird Studio, in Florence. Their shared passion for independent publishing sparked an idea for a festival, and thus, Tam Festival was born. This event, a celebration of artist books, was a response to the lack of such a platform in Florence, as Livia explains, "The complete lack of a festival or any event representing the world of independent publishing in Florence was what led us to consider creating something tangible."
Analogue Approach and Historical Inspiration
In branding the festival, the designers opted for an analogue approach, embracing hand-drawn elements. The custom typography for Tam was a masterpiece in itself, constructed with illustrated letterforms inspired by the Etruscan alphabet. The Etruscans, the first people in Italy to use an alphabetic writing system, provided the key to this unique identity. Edoardo shares, "This was the key research finding that allowed Weird Studio to work directly on a custom typeface to steer the festival's identity."
Illustrated Language and the Book Mascot
The illustrated characters, simple yet captivating, were drawn with a brush and marker, each with a slightly crooked line, making them special. Out of these, the book character, named Zix, became the festival's official mascot. Zix, in Etruscan, means to write, book, or document, tying together the festival's activities. This mascot was brought to life through various printing techniques, from screen print to Risograph, adding a touch of inky overspill to the festival's applications and guides.
Distance from Renaissance and Embrace of the Etruscans
The festival's visual identity was not just about creating something new; it was about distancing itself from the overused and reductive imagery of the Renaissance. By delving into Tuscany's past and embracing the Etruscans, the festival found its unique place in history. Livia explains, "Our intention was to find a new visual identity that could, in some way, distance Florence from the visual imagery of the Renaissance, which, as wonderful as it is, we felt was too overused and reductive."
A Festival Name and Identity
The name Tam, in Etruscan, means to create, design, or build, and it is this essence that permeates the festival's visual identity. The festival's name and its connection to the Etruscans were a deliberate choice, a way to honor the past and create a unique identity. As Livia concludes, "In Etruscan, to create, design or build translates to Tham, and this is the origin of the festival's name, Tam, as well as the root of its entire visual identity."
Tam Festival is more than just an art book fair; it's a celebration of history, creativity, and the power of visual identity. It's a testament to the fact that sometimes, the most captivating stories are hidden in the past, waiting to be discovered and reinterpreted for the present.
