Bruno Sellés’s Top 5
Create Magazine asked Bruno Sellés of Vasava to pick his favorites in five categories of design: logo, branding system, wayfinding/signage/environmental, poster, and packaging. Below, he shares his choices and explains why they speak to him. (Are they among your favorites, too? Share your thoughts in the Comments section at the bottom of the page.)
LOGO: Centre Pompidou
Designer: Jean Widmer
Not exactly a logo in its strictest sense, but a great mark overall. I love how the iconic building projected by Renzo Piano extends its presence over the graphic identity, becoming the recognizable face of this wonderful temple of contemporary art.
BRANDING SYSTEM: Muji
Designer: Kenya Hara
I couldn’t find any branding system more satisfactory than Muji’s. Strongly linked to Japanese philosophy and aesthetic tradition, its values of simplicity, moderation, and self-containment are absolutely fascinating, and their motto of “no brand, quality goods” couldn’t be better executed. I love the fact that it could be product labeling in a space station, where you need maximum clarity and cleanness without any distracting element in order to make the occupants’ lives easy.
WAY FINDING/SIGNAGE: Stedelijk Museum
Designers: Mevis & Van Deursen
I’m in love with the Stedelijk Museum identity and signage system. Its concept relies on minimalism, rationalism, and modernist principles, although it’s perceived by visitors as a playful and flexible way to guide them through the museum and brand contents. Can it get any better than this?
Designer: Cassandre (pseudonym of Adolphe Jean-Marie Mouron)
I’m a huge fan of Cassandre’s work. He was a French (Ukranian-born) graphic artist and typographer who developed a unique visual language of advertising posters in the 1920s and ’30s. His typographic skills, robust compositions, and sophisticated flavor were rooted in Art Deco influences. They made a huge impact on contemporary design.
PACKAGING: Anís del Mono Bottle
Designer: Ramon Casas
This packaging has always fascinated me. The liquor bottle for Anís del Mono (“Monkey’s Anisette”) brings me memories of childhood Christmases. Improvised bands play Christmas carols using the empty bottles as musical instruments, plus other cheap instruments such as the zambomba and tambourine. The bottle is played by scratching a wood stick or spoon across the glass-embossed surface, producing a very characteristic sound.
The label itself has two Easter eggs: The word Destillacion has a double L, which is incorrect, probably a result of confusion between the Catalan and Castillian languages that was never fixed and now is part of its brand heritage. The other Easter egg is the resemblance of the “monkey” to Charles Darwin’s face.
There is a very important work by Cubist pioneer Juan Gris, painted in 1914, in which the bottle is the main subject and title.
Are any of Bruno's top five among your favorites? Share your thoughts on his choices (and yours) in the Comments section.