Typographia 2025

Event & Exhibition Identity

Project Overview

Typographia 2025 is a conceptual annual typography conference and exhibition that honors one type designer or typographer and their impact on global typography.For this edition, I focused on Donny Truong, a Vietnamese-American designer, author, and web professional whose work has helped typographers worldwide better understand and apply the Vietnamese diacritic system.

Goal

Honor a typographer whose work bridges cultures
Highlight the influence of Vietnamese typography on global design
Create a visual identity rooted in cultural storytelling and architectural symbolism

My Role

Concept development
Visual identity design
Typography selection and experimentation

Illustration system
Motion and AI image exploration

Design Concept

The concept draws inspiration from Vietnamese temple architecture and Buddhist traditions, flecting both cultural heritage and spiritual calm.

I began my research in Mỹ Tho City, Vietnam, Donny Truong’s hometown, known for its traditional arts and temples. Elements such as bamboo, lotus flowers, mountains, and wooden columns were translated into typographic and visual forms.

The imagery is inspired by a monumental temple emerging through thick clouds—symbolizing the preservation and revelation of Vietnamese typographic identity.

Visual & Typographic Decisions

Color Palette:
Dark brownish olive green paired with light beige and brown tones to evoke calmness, nature, and simplicity associated with Buddhist philosophy.
Primary Typeface – Den:
Designed by a Vietnamese typographer, Den (meaning “temple” in Vietnamese) reflects the sharp yet curved forms of temple roofs and architectural details.
Secondary Typeface – Bree:
Incorporated following guidance from Donny Truong to balance readability and support the overall design direction.
Illustration System:
Vietnamese diacritics were integrated with the Den typeface to form temple-like wooden columns, creating a modular system used across event materials.Horizontal atmospheric effects were achieved through layered elements fading in and out.

Outcome

The final system translates cultural, architectural, and typographic research into a cohesive event identity that celebrates Vietnamese typography while remaining accessible to an international audience.

What I Learned

This project taught me the importance of clarifying a concept early rather than combining too many ideas into one direction. Through multiple rounds of brainstorming, research, and critique, I learned how refinement strengthens storytelling.

It was also my first time experimenting with AI image generation and motion graphics. While technically challenging, having a strong concept made it easier to extend the design across different formats.

Why This Project Matters

Typographia 2025 reflects my interest in culturally rooted design, where typography becomes a storytelling tool that connects heritage, identity, and contemporary practice.