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.

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