Singolare Plurale


The Palace of Typographic Masonry

in partnership with Graphic Matters

The Palace of Typographic Masonry is an imaginary museum for graphic design. Within the narrative of a building with nine departments (Sign, Symbol, Ornament, Construction, Poetics, Game, Order, Craft and Practice), the project continuously develops a new space in which a certain aspect of graphic design is central. At the basis of such a new space is always a collection of sources, which is then the starting point for making it public through research by design – to “publish” it. For this purpose, Het Paleis van Typographic Metselwerk approaches different designers developing a different form of publication each time: a poster, a book, an exhibition, a video, a lecture or an interactive tool. However diverse that may sound, everything finds its place within the story of The Palace of Typographic Masonry as a whole.

Three Layers

The twentysix spaces shine their light on all kinds of aspects of the profession: from the richness of writing systems to ways of constructing narratives and from the aspect of play to involve the viewer to the endless possibilities of an ornamental system. Most aspects take in account the role of graphic design in society.

The Palace of Typographic Masonry consists of 3 connected layers: 

  1. Physical objects

Some items are physically purchased and are on display. 

  1. Imaginary source collections

More than 750 artifacts are collected in the “source collections” of these 26 spaces, described and depicted on so-called “index cards”.

  1. Design research and representation 

Each of these collections has been subject to various forms of design research to find its way to a diversity of audiences in a representational (experimental) format: through installations, exhibitions, sign systems, publications, silkscreen printed posters, invitations, flags, brochures, pamphlets, maps and models.

These works are the “vehicles” through which The Palace of Typographic Masonry becomes public, and they can be considered as props for the expanding narrative. 

So far the Palace has worked with more than 20 graphic designers in the past 3 years and the exhibition in Turin makes it possible to invite around an extra 9 graphic designers to contribute.

NL Branding - Studio Dumbar

Seeking a new visual identity for the country, The Netherlands approached a Dutch studio with a proven record for creating brands that stand the test of time – Studio Dumbar. The identity will be used for international communications promoting Dutch organisations, companies and initiatives around the world.

Before the design process began, the agency conducted extensive rounds of consultation with all the appropriate stakeholders and areas. Strategically, the aim of the studio was clear: to replace the existing identity – an impressionistic, hand-painted “Holland” and tulip symbol – with a brand far more in tune with The Netherlands’ status as a forward-thinking nation of entrepreneurs and innovators.

Simplicity, clarity and power. The new design draws on a well-known trinity: the colour orange, the tulip, and the NL acronym. All three are quintessentially Dutch, evoking an image that international audiences can recognise, while expressing qualities close to the hearts of the Dutch people. Based on the typeface Nitti Grotesk (created by Bold Monday), the NL logo – with its subtle reference to tulip petals – and accompanying logotype express a modern attitude, whilst communicating their message with absolute clarity.

Having launched with a brand portal in January 2020, a wide variety of organisations are gradually switching over to the new identity. Widely covered in the international design press and beyond – including international business bible, Forbes – the new branding succeeds in unifying what the nation has to offer on the international stage.

Demo Festival - Studio Dumbar

DEMO is founded by Studio Dumbar and Exterion Media Netherlands.

 On a dark stormy night, after endlessly scrolling on their Instagram accounts, they dreamt of all the beautiful motion they had seen. And they kept dreaming: “What if we could show all this great work on 100’s of giant screens? Not just for our fellow designers but to everyone! And it was meant to be… ADCN Club for Creativity was the matchmaker bringing Studio Dumbar and Exterion Media NL together.

The aim of Studio Dumbar was giving motion design a platform. The inaugural DEMO festival took place on 7 November 2019 at Amsterdam Central station. The first festival of its kind, DEMO showcased the finest motion work by studios, designers, emerging talent and academies from around the world, for 24 hours on 80 digital screens throughout the station.

Studio Dumbar’s concept focused on a desire to celebrate exceptional motion design in a public space. With up to 250,000 people moving through the station every day, Exterion Media’s outdoor ad screens provided the perfect canvasses. They sought to reflect the innovative spirit and creative potential of motion design across all touchpoints – from the identity and website, to promotional trailers and the main event.

The identity is built around a variable typeface, the shape of which changes according to a self–developed script. The festival was a huge success, inspiring new work by the world’s finest motion designers.

Flags of Peace - Trapped in Suburbia

Throughout history there have been several attempts to establish a peace flag. A universal collection of symbols exist that we associate with peace yet no single peace flag has gained complete international recognition and permanence. What defines peace? How could it be symbolised? And what must a peace flag achieve?

With the project, Flags of Peace, design agency Trapped in Suburbia seeks to answer these questions. The project aims to gather a flag design from every nation in the world. Through contributions from both established and young talented designers it creates a visual dialogue around peace and its symbolism. Together the flags present a global spectrum of ideas on peace, each highlighting particular relationships and views towards the topic.

Flags of Peace is a work in progress; more flags are still to come.



Daan Rietbergen

The exhibition will present the artworks by Daan Rietbergen (1988) an independent graphic designer and artist based in Utrecht, (NL). He is specialized in typography, visual identity and poster design and from 2014 to 2019 he worked as a visual designer at Studio Dumbar, Rotterdam. His work is based on grids and systems and in his typographic projects the rules he imposes on himself sometimes outweigh the legibility. He sees letters almost as living characters that form one family, but also have the power to stand on their own. His typographic characters often appear in public space where they come to life even more.

The Daan Rietbergen’s exhibition project is made in collaboration with 3sec.gallery and Graphic Matters.