Gutenberg Museum – Identity & Display System

— Chi-Binh Trieu

TDC Prize


Gutenberg Museum – Identity & Display System

This project is the result of my diploma work at ECAL/University of Arts & Design in Lausanne. The Gutenberg Museum in Fribourg, my hometown, was my first introduc¬tion to typography and graphic design. Responding to the museum’s mission to relate the history of print and the future of communication, I looked for a way to combine them and thus open dialogues between analog and digital matter.
Through 500 years of printing, typography evolved side by side, from lead letter to computer’s vectors. The visual identity of the project is informed by the typographic case, therefore its history, from the blackletter to the modernist shapes, the letter style has seen its shapes change when new tools have been introduced to the industry.
Considering print as a traditional way of communicating and digital as the present or future, I wanted to reconnect the two mediums, where information could not be com¬pleted without the inclusion of the other and vice-versa. To emphasize the connection between these two mediums, I used mapping, projecting onto the printed surface, making the dialogue clearer.
This display system shows different rooms of the museum – the first one is about the history of printing, from Gutenberg to today, the “atelier” is the studio room, where workshops are held – the temporary room is named after the typographer Adrian Fruti¬ger and finally the videoroom where archives can be viewed.
The graphic motions are a reappropriation of gestures and codes from the field of print – ink-color mixing – composition of lead letters… The system is built to be modular, each printed panel is detachable, which allows the museum to set various composi¬tions according to the relevance of the exhibition.
Finally this project allows me to explore the possibilities of combining two different types of media and therefore create a new way of communicating.

Chi-Binh Trieu
Chi-Binh Trieu was born in 1990 in Fribourg, Switzerland. His professional career started with an apprenticeship of mediamatics, in a telecommunication firm. After 4 years of employment, he discovered a passion for new media and graphic design, lea­ding him to study at ECAL/University of Arts and Design in Lausanne. In 2014, with a bachelor of graphic design in hand, he discovered Japan through an internship oppor­tunity at the Embassy of Switzerland to Japan. He found the culture fascinating, thanks to the many similarities that one can find in both countries — precision, simplicity, elegance but most of all, balance. Now as an independent graphic designer, he tries to create work that embody these similarities.