A bold art gallery identity that changes to reflect every decade of 20th Century art

It can’t be an easy brief to create designs for an art gallery: the precedent has been set with clean, polite branding; and there’s the constant emphasis on letting the work do the talking. Sometimes though an identity comes along and gleefully swipes away convention, like this one by London-based designer Alice Donadoni. She was tasked with creating custom typography and broadening for the January, February and March monthly programmes for Museo del Novecento, Milan, which is devoted to showing 20th Century art.
The curators had devoted one month of the year to every decade of the 20th Century (BUT WHAT ABOUT NOVEMBER AND DECEMBER?), and so the printed materials throughout the year were designed to reflect that. “Each decade was represented through its most significant artistic movement: starting from the same typeface basis, the characters were manipulated to mimic the strongest features of the leading art style,” Alice explains.