Types THEY Can Make: With Norm and Maximage

ECAL’s Types We Can Make exhibit closes with two of Switzerland’s top graphic design firms.

Event Details


swissnex San Francisco
730 Montgomery St., San Francisco, 94111 United States


June 15, 2012 from 5:30 pm to 8:30 pm America/Los Angeles (UTC-07:00)

The Types We Can Make exhibit, a project by ECAL/University of Art and Design Lausanne showcasing Swiss typography, closes its swissnex San Francisco run in style with a string of events beginning with presentations from leading Swiss graphic design teams Norm and Maximage.

The Zurich-based duo Norm is made up of Manuel Krebs and Dimitri Bruni, among the most prominent names in modern Swiss graphic design and typography. Their reputation was cemented with award-winning corporate font programs, institutional signage, and poster and book designs. At swissnex, they touch upon both the Norm examples featured in Types We Can Make (their Replica typeface and corporate fonts for watch industry heavyweights) as well as their typography at large, and they outline their concept of “numerical design.”

Maximage is David Keshavjee and Julien Tavelli, who shuttle back and forth between Lausanne, Switzerland, and Berlin, creating a dizzying body of work that, in its omnivore approach to type and print technique, belies the very young age of these award-winning “wild boys” of graphic design. Keshavjee and Tavelli present the Maximage additions in Types We Can Make and ECAL’s monograph Typeface As Program.

*This event is part of SF Design Week. Related events include a full-day workshop with Norm and Maximage on June 15 followed by a discussion with typography legend Jack Stauffacher.


6:30 pm  doors open
7:00 pm  introductory remarks
7:10 pm  Norm and Maximage presentations followed by a Q&A
8:30 pm  reception and networking
9:30 pm  doors close

More Info


Norm was founded in 1999 by Dimitri Bruni and Manuel Krebs (both born in 1970). Norm designs and publishes books and typefaces, including self-commissioned research in the field of type and graphic design, such as “Norm: Introduction” (2000) and “Norm: The Things” (2002). Commissions include numerous collaborations with museums (TATE Modern, Kunsthaus Zurich, Museum for Design Zurich) and artists (Peter Fischli and David Weiss, Simon Starling, Christian Marclay).
Norm type design includes the “Simple” typeface for the Cologne airport (2003), the corporate typeface for Omega watches, the typeface “Replica” (2008), and the corporate typeface for Swatch (2010). In 2005, Norm won first prize in the competition for the new design of the Swiss banknotes, and in 2011 the duo was awarded with the Swiss Grand Prix for Design by the Swiss Federal Office of Culture.
Norm is currently working with the Musée du Louvre in Paris on the signage and communication of the Louvre Lens, which opens in Winter 2012.



David Keshavjee and Julien Tavelli (Maximage) are Swiss graphic designers who graduated from ECAL/University of Art and Design Lausanne in 2008. They work together on self-initiated and commissioned projects, such as posters, books, typedesign, and other ephemera exploring the possibilities of print. They were honored by the Swiss Design Awards in 2009 and 2011. Currently living and working between Lausanne and Berlin, they are also part of Maximage Société Suisse, a collaborative adventure in the fields of emotion and technology.




Photo: Myleen Hollero

Event Photos