La Montagne Magique
Belgian design collective Moxs created the new identity of the young public theatre La Montagne Magique in Brussels. Created at first by the municipality in 1972, the theatre reopened after a few years of closing, under its new name and direction in 1995 and hasn’t closed since.
Moxs created a vivid and playful identity mixing bold colors with photography and illustrations by Yu-Hsuan Wang for the 2021–2022 season. This identity shows once again that one can be playful and talk to/about children without relying on silly and immature tropes. The typographic palette is built using the NaN Jaune Midi and Mini families, from the logo to the body copy, using its broad range of weights and optical sizes to full extent.
Relying mostly on simple grids and rigorous hierarchy, only disturbed by tilted titles inheriting from the logo layout, this identity shows a kind of post-International (Swiss) Design were the main stage is occupied by the typeface, here Jaune, making a bizarre sidestep from the ubiquitous neo-grotesques usually preferred in this graphic design trend.
