Clashing styles in Savvy Studio's tactile identity for Mexico's first art book fair

New York-based Savvy Studio lives up to its name with this well-judged identity for Index, the first art book fair in Mexico “focused solely on showcasing independent publishers from Latin America and Europe.”

Made up of different paper parts, the identity Savvy has created with Tania Isabel Garduno and Maxime Dossin is tactile and multi-layered. “[We wanted] to encourage the user to explore its contents, much like flipping the through the pages of a book,” the studio explains on their site.

“The use of different sized pages in the programme handout also incites curiosity, since the papers seem to be arranged in a random manner, but a closer look reveals a defined clarity.” Like looking at a bookshelf in profile, where the tops of books peep over the smaller ones in front, the organised chaos in Savvy’s branding is wonderfully haphazard and brings a sense of fun to the book fair.

“The design take inspiration from a range of styles, colours, formats and materials currently used in contemporary art publications… fitting them in with their surroundings and blurring the lines between art and design itself,” the studio says. Striking laid out against a monochrome grid, the clutter of contrasting types and colours encompasses the different publishers, authors and subjects covered at the art book fair.