BRAND IDENTITY
A new neoclassical
Pharma. A custom typeface for Danish Pharmacies
The typographic heritageTo support the pharmacies’ new identity a new typography was developed. Apart from the fact that typography is an easy and subtle way to create familiarity, the pharmacies throughout Europe have a unique typographic heritage. Back to the 15th century, pharmacies across cultures and borders had the same typographic expression on the beautiful apothecary jars. This style is confusingly similar to neo classicism - with thick vertical and thin horizontal lines - although neo classicism first comes about in the 19th century. | Expression dictated by techniqueThis curious common feature may have arisen because the jars have been hand painted. When it comes to curved surfaces as on jars, it is easier to paint vertical than horizontal lines. Hence, the very vertical feature – the technique dictates the expression. When a new font was to be developed, it was therefore natural to build on this particular tradition, but to interpret it into a modern expression. The new more modern neoclassical Roman font was named Pharma. | Horizontal serifsHigh readability is a key point for pharmacists, whose customers not infrequently have impaired eyesight. Simplification creates greater legibility, which was an important parameter in the development of the typography. Pharma appears highly simplified. The simplicity comes across, because many serifs are omitted. All serifs on the capital letters are horizontal, which creates balance in the otherwise very vertical writing-orientation. Smooth curves combined with harsh vertical lines refer to the contradiction between health and disease.
| More informationFor futher information, please contact founding partner and creative director Bo Linnemann bl@kontrapunkt.com |
