P007 → M-Fomular
Branding
The M-formula is an imaginary exhibition identity for W. A. Dwiggins’ marionettes and typefaces. Dwiggins, known for his avant-garde approach to type design, crafted numerous marionettes and illustrations throughout his career. In 1937, he conceptualized the 'M-Formula,' drawing inspiration from his observations of carved marionette faces. He observed that the flattened, angular planes of these faces possessed heightened expressiveness when viewed by the audience. As a result, he advocated for a similar angularity in the edges of letter strokes. This exhibition identity aims to harmonize this theory by incorporating diverse logos tailored to different sizes.