Lektorat by Florian Fecher, recipient of the 2019 Gerard Unger Scholarship, has been used by graphic designer Anette Lenz for the branding and applications of Munich Creative Business Week (MCBW) 2022. Did they incorporate the variable font in motion graphics? You bet they did!
The Munich Creative Business Week (MCBW) is an important fixture in the German Design scene where hundreds of people gather to learn, exchange, and connect in a week of events, talks, and exhibitions. MCBW is organized by bayern design GmbH and is sponsored by the Bavarian State Ministry for Economic Affairs, Regional Development, and Energy, in cooperation with the City of Munich.
The focal theme Moving Horizons was selected to highlight MCBW 2022 as a platform for places of longing that set out to expand, challenge, and shift horizons through design and to discover and rediscover.
In partnership with Munich branding agency Kochan & Partner, Anette Lenz, renowned German graphic designer now living in Paris, has created the new key visuals. She selected Florian Fecher’s Lektorat as main the typographic element throughout. Her explorations with the variable font format brought about a dynamic and playful interpretation of the MCBW theme Moving Horizons that finds expression in animated form. Lenz explains, “The intention behind the new MCBW key visual was to envision transformation and emotion through graphic means and to portray a type of new beginning following the motto Back to Basics. This way, text can turn into picture and unite color, structure, and lines.”
Concept & Design
Anette Lenz in cooperation with Kochan & Partner
Animation & Coding
Romain Graille / Atelier Anette Lenz
With support by
Douglas Stanley
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