Unadorned, spontaneous, and naive.
Naive is a free interpretation of Bau, a 1970s font designed by Flemming Bau. These intriguing circle-based letters have a strong and direct expression that caught our attention, so we had to take a closer look at Flemming's work. His graphic work, fueled by Danish Viking craftsmanship and ornamentation, reached a global audience thanks to Mecanorma, a former international foundry that used to organize an annual typography competition. Flemming won with Bau in 1972. He told us about it:
"I was the head designer at Moesgård Museum in Aarhus, working as an exhibition designer and illustrator with archaeological and ethnographic themes – exhibitions, posters, book design, and artifact drawings. For this museum, I created the 'Bau' font, and after that, I designed the entire alphabet for Mecanorma. In a letter to them, I wrote: 'The Bau type is created for rather small spacing. The type is a new, harmonious, compact type, combining psychedelic 'flowing' elements and strict geometric construction."
We have imagined Bau in a new light adding uppercases, thanks to a geometric drawing system. Today, these powerful shapes have returned to the contemporary graphic design landscape as a fully functional font. Naive, yes, but not foolish! From edgy headlines to freaky logotypes and psychedelic posters, these shapes resist instant reading, making them ideal for all kinds of graphic productions that need to catch the eye and surprise the reader.