Affetti da
CODE competition
Logo against Alzheimer's
Finalist Mention 2018
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Our design process begins with the need of representing
in the most correct and complete way an association that talks
withfamilies and parents who experience their life with
a person suffering from a chronic disease, that is degenerative
and incurable.
in the most correct and complete way an association that talks
withfamilies and parents who experience their life with
a person suffering from a chronic disease, that is degenerative
and incurable.
This pathology seems to affect the deepest part of our brain,
memory, attaking the most diverse spheres of our mind’s
functions, what makes us the individual we are: our beloved, our job, our self care, ...
Therefore we started thinking about identity as a concept,
and following the words that the neurologist and writer Oliver Sacks wrote: “Of course, with the progression of the disease, a patient
with Alzheimer loses many of his abilities or faculties [...] the
essential aspects of character, personality and person, the
self’s aspects survive also in the very advanced dementia. It is
like if the identity had a neural base so robust and widespread
that it could never be lost..”
These words clearly focus, in contrast with the lost of Self, on
the concept of preservation of Self, the part of us that stays,
that is not lost.
the concept of preservation of Self, the part of us that stays,
that is not lost.
The preservation of Self has been our guide in thinking
and designing a mark that wants to be a track: the track of a passage, of a gesture. We do not want to talk about what it is lost,
but what is preserved.
It is a track to be followed, in a path supported and guided
by Affetti da.
In a complex and discontinuous path, in a non-linear way,
these tracks trace the way to be followed and drive
the ones who find them.
these tracks trace the way to be followed and drive
the ones who find them.
The steps are not regular, each phase is different from the former one in a sequence of moments that go through specific but unique phases, that are fundamental for the support and guidance of the disease.
Our logo proposal for the Affetti da association is the sum of all these aspects. The mark is realised by leaving a real track on paper,
that progressively changes without disappearing.
that progressively changes without disappearing.
The typographic part answers to the needs of marking the rhythm
of the text in a sort of music, with a rigour that is in contrast with
the uncontrolled part of the mark, that lives of its uniqueness,
the added value of each of us.
of the text in a sort of music, with a rigour that is in contrast with
the uncontrolled part of the mark, that lives of its uniqueness,
the added value of each of us.
