“Aim for the essential, eliminate the superfluous, every unnecessary flourish, elaborate a concept based on mathematics, around a fundamental idea, an elementary structure, fiercely avoid waste and excess.”

“Michelangelo wrote that sculpture emerges by removing the material and I think that is also true for typography. The more you subtract the more you ‘strip the flesh’ from the signs the more you can express meanings. I give to empty space a communication purpose which is based on its relation with the full space. So the space itself plays a fundamental part in typography. Empty space does not mean emptiness of information. On the contrary, it is an expressive element and I consider it as important as the full space. And sometimes even more, for example when it represents a pause, an interruption, or time to reflect.”

“White and black suggests the edge of our perception. In the beginning, lightness. In the end, darkness. It is the synthesis of communication and also the synthesis of our life’s journey. White and black, outside and inside, within and beyond, private and public, full and empty, noise and silence, pause and continuity, rhythmic and arrhythmic. Black and white are an attitude to reduction, pushed down to zero. Less is more.”

AG Fronzoni

Discover more of Fronzoni’s logos and the work of many other Italian designers at logo-archive.org