Transformational craft
Brand design / Art direction / Graphic design
Tasked with creating a brand identity for the new campus for art and culture by Folkuniversitetet, the brief asked for an identity that could serve as a canvas for the various forms of subjects offered.
Our solution was an identity that was subtle in its details as a nod to the way materials are transformed through the work of the artist. A minimalistic wordmark, with its clean lines and curves, together with a simple color palette that can be loud when it needs to be makes for a modern and timeless identity that puts the art and craft enter stage, not the way around.
Agency
Hummingbirds
Client
Folkuniversitetet
Inspiration. Our inspiration for the identity was found in the contrast between the hard and soft, and how craft can transform the hardest of materials into smooth shapes and soft textures.
This has informed the design of the logotype and the transformation of the sharp angles in the typeface into soft curves.
Wordmark. To mimic the soft curves of thrown clay, turned wood and organic shapes and pleats in fashion, we took a hard and sharp serif font and transformed intersectional lines to soften its appearance.
