The Ecuadorian magazine Coloquio, Revista de Artes, Ciencias y Humanidades, published by the Universidad del Azuay, dedicates in issue 74 an interview with Emanuele Cappelli, designer, lecturer, and founder of our studio.
The interview, conducted in Cuenca during Cappelli’s Advertising Design workshop for the Maestría en Publicidad program, explores the vision that led to the development of the Dynamic brand methodology. «A brand represents a company’s values, which cannot be reduced to a logo. It is an identity system that must be expressed consistently at every touchpoint, whether that be a website, an event, or a phone call.
In conversation with Cristóbal Zapata, EC addresses key issues such as:
- the evolution of branding from symbol to perceptual and relational system;
- the relationship between space, time, and signs in contemporary communication;
- the social responsibility of designers;
- the value of design research as experience and process rather than a form.
A key aspect of the Dynamic brand method is its post-identity vision, which is based on the idea that identity is primarily a human and cultural relationship. «We live in a constantly changing space-time relationship» says EC, «and design must interpret it».
There is also space for the Felliniana type, which was designed by Cappelli Identity Design based on letters written by Federico Fellini to Giulietta Masina. «Felliniana is a calligraphic typeface that conveys the director’s emotions, irony, and passion. It has been recognized as Fellini’s official font by Cinecittà and is now used in posters, covers, animations, and film titles».
The interview is enriched by personal reflections on Cuenca and the need for authentic design capable of listening, inclusion, and evolution.
Discover the Dynamic brand methodology.
Learn more about Felliniana Type.
