Gesture Systems’ sharp identity for Mobilia effortlessly translates expression and sophistication
Fremantle-based design office Gesture Systems have worked alongside Mobilia to craft the timeless identity for the Melbourne-based luxury retailer. Pulling on the effortless and enduring typographic cues of Swiss design in the context of the contemporary creative scene, Gesture Systems’ visual system seeks to embody Mobilia’s refined and cultivated offering whilst providing the space for graphic expression. As a result, the identity is designed and destined to stand the test of time, comfortably shifting from high-end simplicity to eclectic expression; a solution fundamentally led by the studio’s serene choice of typefaces.
Opting for Family Type’s Universal Sans and Burgess from Colophon Foundry as Mobilia’s font pairing, Co-founder Ryan Vincent tells us the former “was chosen for its neutrality but also its ability to be customised” – allowing them to make bespoke alterations to suit Mobilia’s context. “We referenced small details from iconic Italian pieces of design like the lowercase ‘a’ in the Vespa logotype,” he recalls, the influence of which can be seen in Mobilia’s custom ‘a.’ “Burgess was chosen purely because we loved the pairing,” he candidly adds, partnering both typefaces with a distinct colour palette, led by a rich red hue.
“The red and accompanying colour palette took references from our early client workshop sessions,” Vincent explains. “Looking at the work of Le Corbusier and other key modernist architects, we noticed the primary red had a lot of usage in this time period,” he adds, making the inclusion an obvious choice in the identity. “Other material choices such as the silver foil cards were done in line to complement materials used in the new Melbourne showroom,” he concludes, marking the identity’s cohesion of digital and physical spaces. With these elements combined, Gesture Systems’ considered approach and process culminated in an identity that makes reference to the legacy of traditional typographic design without becoming a pastiche, instead, contextualising Mobilia’s practice and steering clear of the trends and tropes of luxury brands.