Amandine Alessandra: News & Projects / Portfolio

  1. Legttering/Body type


    Body as letter form
    This experiment takes advantage of the fact that a lot of the typographic vocabulary is based on the human body: anatomy, body size, head piece, footers.
    Same thing for the book: a book has a head, joints, a spine, back and foot.

  2. Fred Astaire vs Tony Blair


    Rhyming slang is a form of English slang in which a word is replaced by a rhyming word, typically the second word of a two-word phrase (so stairs becomes “apples and pears”, feet “Plate of meat”, etc)
    People used to say “Fred Astaire” for “hair”, but here you go, as time goes by, the younger generation doesn’t know who the hell that Fred is, and tends to use “Tony blair” instead.

  3. Love rubber



    Research on contextual lettering, or how to get a word to say more than it reads.
    The typeface made of blue rubber gloves is called Marigold, the black leatherish one is Mapplethorpe.

  4. Mapa Connexion


    Medium of the day: Scanner+ fully lined household rubber gloves.

  5. To be or not to be: Am I? Are you?

    Conceived with Jerome from Electronest.
    I can’t believe how long we’ve survived without this.
    Obviously, best to be checked via RSS.

  6. Electronest


    Although it looks very set, I took this picture of Electronest almost by chance, as I was shooting a completely different project for them.

  7. The Sporting Spirit lll


    I was quite amused to spot two children playing experimental football, on a round pitch, with the circular goal in the middle of it, and no goal keeper. That rang a bell… although it seems to be a four players pitch.

  8. The Sporting Spirit ll

    After discussing the three players pitches/courts, it became clear that games involving tactics of 2 against 3 wouldn’t undermine the bipolar tension on the pitch, as it would lead to a dynamic that is the one of bullying.


    From there the idea is to reflect on group behaviors by observing made-up games involving different levels of partnership.

    The multi-teams football game
    is played on a round pitch, with only one neutral empty goal in the middle of the circle. It has no net, but a hole large enough for the ball to get in instead. A bit like golf, somehow.
    For this example let’s imagine that 7 teams of 3 players each are playing. Obviously the winning team is the one that has marked more goals than any other, which implies that there iis one winner for many loosers (instead of 1 winner/1 looser).


    The Octoball game
    is an 8 teams of 3 players (1 stricker, 1 defence, 1 goal). The bipolar tension is now within the team itself. The winning team is the one that marks the more goals, regardless of where they put the goal.


    The Decaball game is played by 10 teams (sic) of 1 player and 1 goal each. I can imagine that this version would be highly competitive.

  9. The Sporting Spirit


    Triad Badminton court

    Triad Badminton court

    Triad Football pitch

    In 1945, an Arsenal match against a Soviet football team called the Dynamos was organized in London with the naïve belief that it would warm up the frozen pre-cold war Anglo-Soviet relations.

    In an article published at the time titled The Sporting Spirit,
    George Orwell wrote about his disbelief when hearing “people saying that sport creates goodwill between the nations, and that if only the common peoples of the world could meet on another at football or cricket, they would have no inclination to meet on the battlefield”, and then add that “Nearly all the sports practised nowadays are competitive. You play to win, and the game has little meaning unless you do your utmost to win (…) At the international level sport is frankly mimic warfare (…) Serious sport
    has nothing to do with fair play. It is bound up with hatred, jealousy, boastfulness, disregard of all rules and sadistic pleasure in witnessing violence: in other words it is war minus the shooting.”

    My idea was to compare the binary tension between 2 (= 1 winner + 1 looser) and the tension existing between 3 elements, and to make that tension a triangle instead of a bi-polar line.
    A court or a pitch designed for 3 entities also engages questions of alliances and strategies: would 2 players spontaneously team up in order to win over a stronger third one? And then inverse the alliance system as the score evolves? Would the tension remain as a triangle shape, or should we then talk about a V shaped relationship among the players (2 against 1)?

  10. I love BodoNY


    The logo for the I Love New York advertising many campaigns is a rebus created by Milton Glaser consisting of the capital letter I, followed by a red heart symbol (♥), below which are the capital letters N and Y, set in a rounded slab serif typeface. The logo and advertising campaign have been used for decades to promote tourism in New York state — not merely New York City, as many believe.
    It is a famous pop-style icon that unabashedly promotes the metropolitan pride of New York State. In 1977, William S. Doyle, Deputy Commissioner of the New York State Department of Commerce hired advertising agency Wells Rich Greene to develop a marketing campaign for New York State. Doyle also recruited Milton Glaser, a productive graphic designer to work on the campaign, and he created the design based on Wells Rich Greene’s advertising campaign. Glaser expected the campaign to last only a couple months and did the work pro bono. However, the design became a major success and has continued to be sold for years.

    Giambattista Bodoni (1740-1813) was an Italian engraver, publisher, printer and typographer of high repute remembered for designing a typeface which is now called Bodoni.
    Giambattista Bodoni achieved an unprecedented level of technical refinement, allowing him to faithfully reproduce letterforms with very thin “hairlines”, standing in sharp contrast to the thicker lines constituting the main stems of the characters. His printing reflected an aesthetic of plain, unadorned style, combined with purity of materials.

    Oh, yes I do love Bodoni.