We read best what we read most. Letters are conventions. As with other conventions, some of their elements are more important than others. For typographic conventions, context matters a lot. Once placed in alphabetical order, letters depend less on their design to be legible: one knows which letter they are reading, thanks to its position in the series. A triangle is not necessarily an ‘A’ anymore. It can be almost any other letter. And the ‘A’ can take the form of a circle, a square, a cube, a hexagon, or even a star. Anything can be a letter. Trust your eyes. Trust your imagination.

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▲ — ◤◢ Matthieu Cortat-Roller

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Base has been influenced and inspired by the art world from day one. It is at the core of our DNA. This is why we created Base Window, a platform for exhibiting young and established talents from the art and design scene that excites and nurtures our creativity.

This gallery space at our Geneva studio features work that relates directly and indirectly to our branding and communication projects – allowing us to test and discover new ideas, experiences, and relationships.

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