Billboard designed for the 15th edition of Parma's International Theatre Festival

The University Theatre of Parma was the first client of the young designer Franco Maria Ricci: in the 60s, some friends asked him to create a billboard for the "International University Theatre Festival". Ricci enjoyed the work so much, that he decided to abandon his career as a geologist to open a typographic lab. In this billboard, which collected great success, it's possible to notice the use of the sans serif font “Helvetica Haas” which the author appreciated for its clarity, but in which he saw a lack of 'humanistic erudition'.