PGF — a font-based political party

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PGF Corporate Identity

A font-based political party.

PGF or Popular Graphic Front is a two week project realized during a course at Isia Urbino with
the supervision of Borja Martinez from Lo Siento Studio. The brief was to create a political
party starting from a typeface, defining the political placement and ideals of party from the peculiar characteristics of the font.

PGF is a party that (ironically) fights against the fashion useless graphic and meaningless designs, using a strong, direct communication to go back to the rules of the old graphic, with bold typefaces, few hard colors and sharp images.

We taught we could get this ideas using Druk, the font family of Commercial Type by Berton Hasebe. This typeface is kind an experimentation of super compression and extension on a classic grotesque. It remembers some old woodcut letter from the 19th Century advertising posters for

its boldness and sharpness.

This is actually our manifesto:

We started from the logo, searching to look like a world-scaled organization, using a universally understandable language, simple image and formal party name.

We choose just three color, white, black, red, as in the most classical russian poster art, colors
with a determinate visual power, adding just some silkscreen effect and grungy rough textures
to make it sound a bit vintage. Another fundamental element for the communication are the

powerful shots of strikes and protests, not directly connected with us, that give the posters the

right background imagery.

Few colors + grunge effects + strong shots!

As for every election campaign the key point of the communication were the posters,
so we dedicated lot of attention both to the slogans and the graphic impact, choosing
short, effective sentences and a bold, rough typography.