The visual identity for Almarge is built around a central idea: inhabiting the edge. The name — merging “al marge” (“at the margin”) into a single word — opens a conceptual field that speaks of limits, tension and deliberate positioning. A space that is neither neutral nor comfortable, yet precisely because of that, meaningful.
From this premise, the project unfolds through two key exercises.
The first is the design of a custom lettering, developed specifically for the restaurant. The letterforms balance tradition and contemporaneity: they carry echoes of classical, almost artisanal script, while being resolved with a clear sense of present-day sharpness. The result is a mark with physical presence and character — capable of inhabiting architectural signage, print and material applications without falling into nostalgia or decorative excess.
The second exercise focuses on the typographic composition of the texts, particularly within the menus. Here, the concept of “being at the margin” becomes literal: text is intentionally pushed toward the edges of the page, challenging the conventional use of margins as neutral safety zones. What typically protects content becomes an active, tension-filled space. This decision is not ornamental but structural — it subtly alters the reading experience while reinforcing the restaurant’s identity as a place that embraces risk, including in its graphic language.
Almarge’s identity does not pursue comfort or effect. It operates through precision, through awareness of limits, and through coherence between concept, form and application. A visual system that extends the restaurant’s ethos into the graphic realm.
Lettering:
Laura Meseguer
Printed by:
Copyset
