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Miscellaneous > 17.2 Original Typeface - Display

HOK Display

by ANTI
Silver

THE PROJECT
Art has always been the focus for Henie Onstad (HOK). When we were tasked with redesigning their identity, it was important to facilitate for this focus in every relevant communication channel. In order to strengthen Henie Onstad’s position as a modern art institution, we designed a display font — HOK Display. Together with the logo, HOK Display will be Henie Onstad’s main identifier when communicating to its audience. Ever since its opening in 1968, Henie Onstad has been known for its distinct architecture, where the exhibition rooms emerges like a fan out of the staircase that is the centre of the building. This staircase, seen from above, became Henie Onstad’s logo, and it has remained more or less unchanged for 50 years. As the logo came from the building itself, we wanted to create a typographical concept based on the same architectural features.
CONCEPT AND SOLLUTION
Since 1968, Henie Onstad’s logo has been based on a characteristic staircase from the building. Our research tought us that the building’s characteristic shape was designed with no 90° angles. By removing all sharp angles from the letters, we found an expressive distinctiveness which became the foundation for HOK Display. A classic grotesque version is mixed in through Opentype features in each word. This gives the font a noticeable expression, contrast and rhythm. The font was also drawn in a classic grotesque version. Through Opentype features we used this version together with the expressive version in each word. This gives the font a noticeable expression, contrast and rhythm.
The variation between the classic and the expressive mirrors Henie Onstad’s artistic profile, which consists of art from both well established artist and young contemporaries. Furthermore, it invokes the breaking of light—a suitable effect as it was important for Sonia Henie that the exhibition rooms were rich in lighting. HOK Display is a main identifier in Henie Onstad Art Center’s identity. Since 1968, the logo has been based on a characteristic staircase from the building. So this font is also based on the architecture. The center was designed with no 90° angles, so by removing all such angles from the letters, we found an expressive distinctiveness which became the foundation for HOK Display. The font was also drawn in a classic grotesque version. Through Opentype features we used this version together with the expressive version in each word. This gives the font a unique expression, contrast and rhythm.

Agency
Credits
  • Creative Directors Gaute Tenold Aase
  • Art Directors
  • Designers Jon Forss, Kristoffer Eidsnes, Gaute Tenold Aase, Håkon Stensholt
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
  • Typeface designer Ellmer Stefan
  • Project Manager Benedicte Bølling
  • Motion Aleksander Rønning
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