Anna Kulachek creates a playful modular identity from illustrations of Prague

The very best graphic identities, as designer Anna Kulachek would attest, take on a life of their own. The Moscow-based creative has been working on identities for the Prague School of Design since 2012, and they’ve since grown into an evolving body which grows and reforms with each new brief. “In the beginning it was built on the illustrations of the city,” Anna explains, “because one of the points in the brief was to show what’s happening in Prague. So I decided to draw the school in simple shapes.”

Since then, Anna has simplified these illustrations down to their most basic forms, creating a kind of modular vocabulary which can be used in a multitude of different ways. “For a few years now I have been experimenting with the detail in the illustrations,” she continues. “Basically it became a game of construction with these details, which I can use as I want.”

This year she has gone as far as to create a typeface with them, employing curves and straight lines to build a fun, playful and malleable font. “For me it’s like next level of the game. I can’t stop playing with it!”