BRAND IDENTITY
Cut to fit
Heart. A custom typeface for Herning Museum of Art
Built on the buildingVarious sheets of A3 drawings show the type-designer's thoughts and processes. From the drawings we can see the way the shapes were developed by referring to the architecture of the museum and it's history as a shirt factory. As a result, like shapes can be seen in the typeface and the building’s design. Such conceptual roots ensure that the typeface ‘Heart’ has distinct characteristics. | Two-dimensional architectureAs explained by Dutch type-designer Max Kisman, legibility is a code that depends on the impressions, rhythm, and expression of symbols. A group of shapes are designed to fit together and function. In this light, typography can be seen as two-dimensional architecture. The white shapes are as important as black shapes, each complementing the other. The balance between the two creates elements, which can be read while also working aesthetically. Each of the ‘Heart’-characters have their own sculptural presence combined with clean, muscular, sometimes calligraphic forms. Our eyes follow the lines and are made to see the letters by completing the shapes. Typography design is design at the highest level of abstraction. | Graffiti signageIn graphic terms, the typeface can also function as a stencil, becoming a tool for the user. Such built-in versatility means the museum’s identity is kept alive by inventing new ways to use the font. Graffiti signage creates an irreverent and casual atmosphere. Sprayed by hand each time, no two expressions can ever be the same. This method of application is happily open to accident. Exclusive ownership of this typeface provides the museum with a unique and enduring tool of identity.
| More informationFor futher information, please contact founding partner and creative director Bo Linnemann bl@kontrapunkt.com |
