CLIENT

QUEST

DATE

2017

DISCIPLINE

Corporate Design
Editorial Design
Illustration

FONTS IN USE

Seingalt (Custom Version)
Avant Garde

Lenzhaus
The Future is Art Déco

The challenge was to create a timeless & sophisticated – yet elegant branding concept for an architectural landmark of Berlin in the spirit of the Golden Age of Art Deco with its ornamental style.

The design process began with an in depth research on typical Art Deco logos, typefaces and designs, as well as its modern reinterpretations. I then combined different fonts and Art deco forms with each other, began designing a custom-made typeface and came back to the form of the building itself.

The final logo design contains three different logo types; a type-only version, a monogram-symbol and one that combines the both of them. The letterform in the monogram is derived from the cubature of the building. The typeface is a subtly changed, more decorative version of the Seingalt font by David Massara. It’s a very delicate and elegant typeface and with its newly added double lines in selected letters, it reflects the tradition of typical and striking Art Deco typefaces.

too good for the bin

They almost made it – and then they didn’t