LIVE HAPPilly LOGO & FONT DESIGN

Beside working on the new illy coffee positioning campaign LIVE HAPPilly, I designed the HAPPilly logo and the relative font that will be used exclusively by illy spa communication from now on.

It's a calligraphic school-like font featuring a very complex system of ligatures and metrics that mimic the one used in neon signs of bars in the early days. The stroke also maintain the same weight throughout the shape of any letters, glyphs and numbers.

The font quickly became part of illy's new tone of voice and philosophy, rapidly appearing in cities around the world wherever there is an illy art exposition, an illy store or a bar.
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