Every year on and around May 15th, Madrid honours its patron saint, San Isidro Labrador, with concerts, food, and a big celebration in Carabanchel. In 2018, the identity and posters advertising San Isidro used Chulapa, a custom typeface produced by Joan Carles Casasín and Pablo Gámez based on an original idea by Silvia Fernández Palomar.
Chulapa es una tipografía de uso libre y gratuito, netamente madrileña, basada en la realizada por Ruiz de Luna para el callejero histórico de Madrid. Una tipografía de palo seco no geométrico con algunas características de la rotulación manual. Una tipografía desde Madrid para Madrid y el mundo.
(“Chulapa is a typeface for free use, clearly from Madrid, based on one made by Ruiz de Luna for a historic street map of Madrid. A non-geometric sans serif typeface with some handlettering-inspired features. A typeface from Madrid for Madrid and the world.”)
The poster uses Chulapa’s alternate elongated S, one of its many “handlettering-inspired features”. The illustrations on the poster are by Mercedes deBellard, and the typeface used for the bottom line is Gill Sans.
