The key element to 7ª Bolsa Pampulha’s identity system was the typeface MAP, based on the lettering on the museum’s façade and developed exclusively for the project.
The rigidity of its geometric letterforms (a remarkable feature in modernism), served as a grid onto which the identity was constructed, a grid whose rules were often broken with curves from the museum’s architecture and its surroundings (a remarkable feature in Niemeyer’s modernism).
The ‘display’ nature of the MAP typeface made it usable only for big titles and other smaller bits of text, like page numbers. To keep the same mood on smaller titles, Source Code was used in all caps, and with generous tracking. For the body copy its sans serif counterpart Source Sans was used.