Atlas

Visual identity and publication for Atlas, a Fortis residency in Rose Bay, Australia.

Emily Matthews, art director on the project, writes:

From the past to the future, travelling through time to enjoy each moment had or yet to be. Touches of history elegantly remembered into Rose Bay. Vintage sports car, a Paris sojourn, white boucle, and an oil painter’s palette. A drifting memory of a European holiday, driving the coast with the top down, walnut bookshelves and long coffee mornings.

The identity for Atlas combined free-flowing emotive typography with romantic images captured by the acclaimed photographer Saskia Wilson, resulting in a poetic expression of a grand life.

The logotype is set in Magalie (Mark van Leeuwen) and is paired with Untitled Serif (Klim Type Foundry).

From a Brand Identity article on designers Elizaveta Pogossov and Graziela Machado:

Taking inspiration from the space itself – the visual language presents an abstract interpretation of sun-soaked Mediterranean villas – the overall typographic direction is flowing and poetic. At the helm of the identity is a strong and refined logomark which is applied generously across the collateral. Opting for Magalie due to its refined and expressive character, Pogossov explains that the duo “wanted the brand to hark back to the vintage Atlas you grew up flicking through,” but with a contemporary twist. “Magalie did that perfectly,” she adds. “It takes inspiration from classic serifs and calligraphic forms and balances that with an unconventional, playful look.”

This expressive character is further reinforced with Klim Type Foundry’s Untitled Serif. Whilst pairing two serifs can risk clashing or competing, Pogossov explains the thinking behind their cohesive choice. “For Atlas, we chose a very exaggerated, characterful display font as the wordmark and balanced it with the most intentionally-neutral serif text font. As far as serifs go, the two couldn’t be more different (both in their look and purpose), allowing them to comfortably play together.” This clear distinction in their respective applications ensured that the partnership would work without compromising legibility.