C’est pour le magazine de philosophie allemand Hohe Luft que le studio italien Happy Centro a réalisé ce lettrage en relief sur la « Coolness« .

« In order to develop the design, we made research around the topic and discovered that this modern attitude belongs originally to a very distant society. The Greek philosophic current of Stoicism, in fact, claims distance and detachment from everyday events. With almost the same attitude, today coolness
is the attitude of people, Afro-americans in the first instance, who show an icy shield towards things they can’t control. We tried to convey all these meanings working on a lettering that recalls murals and the younger world of “cool” and at the same time has an “icy” aspect so to recall the detached
“cold” attitude of cool people. So while the typography expresses the more mainstream meaning of the word, the pieces of dictionary (which show fragments of the definitions of words like coolness, stoic, detachment, afro-american) recall the origin and the deeper meaning of the word. »

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