WORK IN PROGRESS
When we were chosen as the museum’s design partner, we told them that we wanted just that – to work in partnership with them. Our timeline included workshops with the client every two weeks, where we discussed the ideas, tried out concepts, doodled and tested things with them along the way. We started by defining the brand idea, and then went on to the visual possibilities. It was very organic and natural, with decisions being made together as a team.
The core idea of using eclectic typefaces came early in the process, and type was the first element of the design that we worked on. We felt that strong, custom typography would help the brand stand out and took inspiration from the printed ephemera from Helsinki that’s in the museum’s collection. Printed fragments of the past were the starting point for our type design, but we designed all the typefaces from scratch.
We began to work on a mixed typeface with three weights and three styles, but this became too complicated, so we evolved it into three separate typefaces in two weights. Because these come from the same initial typeface, the x-heights and proportions all work together.
The colours also came from visual material in the collection. Old fashioned duotone printing complemented the typography perfectly, and we pulled together a colour palette that
01 Werklig designed two working typefaces, using all kinds of references from the museum’s collection – which were agglomerated on this whiteboard. 01
02 One example of a vintage typeface that influenced the bespoke ones Werklig designed.
03-04 Museum exhibition brochures that test out the use of the new logo with imagery, as well as the new typography.