26 Nov, 2013

Ruedi Baur’s 3D type for The New School

Posted by: admin In: Creative Review

Ruedi Baur and the team at design studio Paris Intégral have created the signage for The New School campus in New York City using a 3D effect typeface


The New School campus on Fifth Avenue in Manhattan, New York comprises several institutions, including Parsons New School for Design. This multipurpose facility is designed by architects SOM (Skidmore, Owings & Merrill) and will open in January 2014. The 16-storey building has seven floors of academic space and nine of dormitories on the upper levels.




The internal signage system was designed by Ruedi Baur and the Paris Intégral team, their first commission in the US. A typeface with a three-dimensional effect, inspired by the faceted architecture 
of this landmark’s façade and the depth of the school’s prospectus was created for the project.







“Three-dimensional typography isn’t new,” says Baur. “It predates Gutenberg. Ancient civilizations etched lettering onto stone. Our design is a contemporary approach to this Greek tradition. Our typeface is based on Peter Bilak’s Irma, with Irma Light superposed on Irma Black to create the contoured overlap that produces the effect of perspective which changes according to the viewer’s standpoint. The higher 
the viewer climbs, the more intense the perspective effect becomes.”






Within the building, the ceiling is clearly visible from street level, so the sign system is applied as a vertical typographical installation, extended over seven stories.

The concept was also adapted for the university’s newly established Parsons New School for Design in Paris on Rue Saint-Roch. The building (shown above) is a Haussmann-style classic, so the type is adapted to its context with the lettering in gold.

Design studio: Intégral Ruedi Baur Paris
Art direction: Ruedi Baur
Creative team: David Thoumazeau, Alexandra Bauch, Lisa Kitschenberg, Stéphanie Brabant

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