Pagini Ilustrate din povestea de 100 de ani a Institutului Francez din România
Category
2025
Book
Awarded
Designer / Designers / Design Studio / Agency
Client
Year
Paula Rusu, Anna Benczédi, Maria Surducan
Institutul Francez din România
2024
Printing House
Print Run
Number of Pages
Format (W × H)
Publisher
ISBN
Fabrik
500
30
136 × 195 mm
—
978-973-0-40180-6
Other Credits
Illustrations: Anna Benczédi și Maria Surducan
Curatorial concept and text: Cristina Stoenescu
Design: Paula Rusu
Scientific advice: prof. univ. dr. Florin Țurcanu, lect. univ. Dragoș Jipa
Project coordinator: Ioana Alexandru, with the support of Loïc Meuley, Timothée Pommeruel-Petinarakis
Short description
Long description
The printed edition highlights historical moments and lesser-known details in the existence of the French Institute in Romania, from its foundation in 1924 to the present day.
The illustrations evoke histories and memories through the flow of fluid images, in conversation with the curatorial exploration of the centenary project. From newspapers of the times, alongside archives, historical studies and recent interviews, each page is carefully constructed as a space of memory. The images provide a place to reflect on political and diplomatic contexts, but not without sincere friendships and shared cultural passions, as André Godin reminds us in his monograph, "Une passion roumaine. Histoire de l'Institut Français de Hautes Études en Roumanie (1924-1948)".
The efforts of Romanian and French professors to care for book collections during the communist censorship, or the cultural exchanges exemplified by the retrospective exhibition of Romanian art at the Jeu de Paume in 1925, these are details outlined around a few main temporal landmarks: the official inauguration of the French Institute for Advanced Studies in Romania in 1924, the scale of events dedicated to French literature and musical evenings in the inter-war period, or the perseverance of the Institute during the troubled war years followed by the establishment of the communist regime and the opening of new horizons in the European francophone network after 1989.
Beyond the narrative, the illustrations allow the passage into an imaginative repertoire, between historical certainty and curiosity for new perspectives, between archival data and their reading in contemporary contexts.
Printed in three pantone colours: fluor orange, fluor pink and medium blue, the illustrated edition is dedicated to those who have made possible the celebration of a century since the founding of one of the country's best-known cultural institutions, a devoted community of readers and cinephiles.









Foto: Mihai Ciobanu
Jury Notes
Process Notes: Institutul Francez din România
This project impressed us with its bold colors and surprising illustration style, which carry a strong analog quality while remaining highly informative. The rhythm of the book is remarkable: although the text changes position on almost every spread, the layout feels coherent and considered rather than chaotic. The illustrations dominate, and the type consistently supports them without intruding. The toned-down, conservative cover may not appear graphically exciting at first glance, but it works smartly in context, setting a serious tone for a book that is playful and narrative inside. Overall, it feels like a mature reimagining of a comic strip, with strong storytelling and rhythm.
PV: Very surprising and bold colors, with an also surprising illustration style. It has a very analog touch, but it’s also very informative. The combination of text and illustration is made really good.
JG: It has a really nice rhythm to the pages, because the text moves to a different place on almost every spread, but it doesn't feel chaotic. It still feels very coherent, well considered, well made out, even though the actual graphic layout of every spread is completely different. And I like that the illustration dominates the entire book and the type always complements it without feeling in the way or awkwardly stuck on.
When we spoke about the cover, we thought that the cover, perhaps it’s not too exciting from graphic perspective, but actually, when you consider the context and the kind and purpose of the book, is actually quite smart that the cover is tone down and more conservative compared to the content, because that sets the tone and makes it feel more serious and official from the outside, and then you can open it and it’s more fun and playful.
ML: It’s almost like a mature and revisited comic strip. It has a narrative and a rhythm that makes it good storytelling.
Thinking about the journey from initial idea to the finished piece, which moments had the deepest impact on the project and what made you realise those changes had to happen?
In a project that has strong diplomatic and historical references, from an idea that could have lead in a rather dry, institutional direction, the team had the liberty to choose where the story went. And the most important were the choices made early on: the non-negotiables. One of them is that the story of the French Institute in Bucharest is deeply connected to shared layers of personal memories, from the staff of different departments such as the mediatheque, to the readers and cinema-goers, who should be present in these pages. Everything, from the size of the publication, to the neon colors and the way that the illustrations progress in closing in on the idea of communities, with groups of people that were interviewed in the process, reflects this choice.
Collaboration is built on trust and dialogue — within that process, which part of the project feels most authentically yours, and which unexpected voices pushed you beyond your comfort zone?
There was a balance to be found between the importance of some very well-known events in the life of the French Institute and the emergence of less known stories and historical characters, such as the chief librarian in Bucharest, Germaine Lebel, one of the first women of her generation to be associated with important Higher Education Institutions. This was part of a collaboration that was a first for many on the team, gliding between fast-paced research, curatorial direction and artwork and design choices in a team of five people and external historic advisors.
In what ways do you believe awards like LDA shape (or should shape) the design landscape locally? And is there a responsibility attached to being an awarded designer within that ecosystem?
LDA certainly raises the profile of design and artwork illustrating, both very overlooked on the cultural scene, especially in Romania, where they are mistakenly almost always associated with marketing and PR. There are so many designers and artists who make such important and beautiful artwork, but with few platforms and resources. We think it is important to extend the definition of art in that sense, and push for a change of mindset and encourage other voices to emerge as well.
When designing for a book as an object, what were the material or tactile decisions (paper stock, binding structure, format) that made the difference between something “nice” and something you believe will last?
We were very lucky to be able to have a meaningful exchange with Nicoleta Radu from Fabrik, who allowed us to find the best proportions, color options and choice of print, and to find that sweet-spot between ideal and pragmatic alternatives. The whole team participated in the discussion. We connected to the story that we were set to write and show, taking decisions that were conceptually linked with the theme, such as the page-spreads that act as highlights in the book. For example, it was important for us that it was a friendly format, easily held in one hand, or that the over-cover would double as a poster-image of the centennial to mark the occasion. The neon colors were unanimously loved when Anna Benczédi proposed the color scheme, which transforms the whole atmosphere of the book, allowing us to step out of the expected rigid historiographical approach.
How did you balance the informal elements and the visual impact? Which one led the process and why?
It was a tough balance between a large and complex history, and the little-big stories that usually go unnoticed. The way that the overall layout falls is very structured and has a formal attitude, as it appears on the all-blue inside cover as well, binding in the life, the joys and sometimes the terrors that the French Institute in Bucharest has witnessed. Paula Rusu found this structural solution as a wonderful way to bring together the dialogue that Maria Surducan and Anna Benczédi tell throughout the book, allowing their artwork to really stand out and explore different nuances in story-telling according to each decade and depth of research.
Books carry production constraints (print run, budget, distribution). How did those practical limits influence the design — were there compromises that became strengths?
The only compromise that the whole team reacted to was the limited edition of the booklet, which we would have loved to circulate more broadly. The French Institute organized an itinerary exhibition with digitally printed excerpts throughout the year and was able to compensate on the limited edition beautifully. With the objective budget limitations we would not have otherwise had the opportunity to work in these bright, neon colors as we have with a larger tirage – and in that sense, the book stays as a limited-edition object that marks the centenary of the French Institute, of course available in all its libraries in Romania.
The Local Design Awards is a national competition held in Romania, dedicated to celebrating and honoring remarkable achievements in the field of graphic design. Its primary goal is to acknowledge and exhibit the most groundbreaking and imaginative work produced by designers across the country.
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