Art edition distributor identity

identity for prima, an online source for art editions. logotype letterforms are hand drawn from felice feliciano’s alphabetum romanum, following his reduction of latin characters to geometrical form.1 custom mark looks at ornamental elements of sixteenth century italian calligraphy, particularly the decorative capitals of vatican scriptor giovanni francesco cresci.2 the identity is completed by a flexible color system referencing medieval illuminated manuscripts, in which colors can be freely combined to create any number of variations.