La Tigre creates an imposing yet playful identity for visual culture exhibition Italianism

Milan-based agency La Tigre looks like it had a field day in its designs for an exhibition of Italian contemporary visual culture, creating an identity that’s playful, adaptable and makes superb use of its origins. Its look and feel for the show, named Italianism, is centred around the “I” of its name, making it into the form of an abstracted Roman column in some applications. “This element, a bold symbol of power, becomes light and playful,” says La Tigre. Throughout the exhibition, the I graphic was used with different designs customised by seven Italian artists.

We last featured La Tigre’s work when it had created the identity for Arcarreda, a furnishings and household goods shop in Milan. Among its other clients are The Independent and The New York Times.