This proposal for the graphic design pitch of Interieur 2010, the interior
biennale in Kortrijk (BE) was made together with Stef Cuypers. A prior
fascination for CAD typefaces — the MAD
family of typefaces — was sourced for the proposal. For the rest, the pitch is self-
In 1966 Bruno Munari published “Design as Art”, which contains some
of his views on design. One of the book’s essays “And That’s Not
All” exemplifies an object with many variations on one theme: the chair.
Since a chair is part of the repertoire of many interior designers and architects, one
could almost state that there is such a thing as a “skeleton-chair”, which
has many functions and even more solutions regarding their inherent problems.
As a graphic designer, every book you make is a new attempt to create the perfect
book. This idealised book is a complex model to which you strive for in every project.
You could say that these complexities inherent to book design are similar to the different
problems one encounters when designing a chair.
To reflect this complexity we propose an identity which is adaptable towards each
specific need. We propose that the current logo is reduced to its skeleton, which we
prominently space out, over every medium. To do this we made a typeface, which is
based on the different typefaces you find in AutoCad — an application that many
This skeleton could be seen as the side view of a chair. Depending on which
direction you are looking at the chair, you start to see the different planes of the object.
We propose to use the logo as the skeleton of an object, which gets transformed by
approaching it from different directions.
client: Interieur Foundation
Kortrijk (BE) | date: 2009 | format: concept