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Branding > 10.4 Printed Identity Applications


Jury Prize

Letterlab is all about letters in the broadest sense of the word. in this exhibition, children (age 6-13) and their parents discover that the letters you mostly encounter in books mean a great deal more.
– form and function:
Letterlab makes children realize that the letters we use for reading have a history of development, that they are designed, and that the way in which that takes place determines how the letter functions.
The exhibition lets the target group view letters from different perspectives:
– letter and sound:
The pronunciation of a letter could very well be closely associated with the shape of the letter. How does that work?
Inside of the theatre children can play a custom designed and programmed game.The game, projected inside of large structure built from letters, can be controlled by playing two oversized musical instruments. Each key launches a different sound as well as a corresponding letter or shape onto the game field.
– letter and shape:
A letter consists of several components, that is several forms. That is how you get different fonts. appropriately, we created 5 new fonts for letterlab.
We also designed a giant desktop for the exhibition space, including menu, files, folders and pop up windows. Inside of the windows visitors can manually leave their own pixel message. An example of a pixel font can be found on the desktop as well.
– letter and composition:
A letter becomes part of a composition, for example on a poster or in a book or newspaper. The composition is determined by the positioning of the letter in the space.
In composition a large letter shaped printing press offers children the opportunity to discover how newspapers are put together. Large blocks with preset texts, headlines but also individual letters form the toolkit for creating your own letterlab courant. A webcam records the manual labor and displays the results on one of two screens mounted on the giant h. The second display is connected to a touch screen on the other side of the press. Using similar design elements but now experiencing the (dis)advantages of the computer, a comparison is made between two different time periods in modern typography, the analog and the digital era.
– letter and meaning:
A letter, several letters (a word), and even more letters (a sentence) give meaning. a text can be written through the meaning of the letters.
Behind the theatre we created a dark alley in which children can use light graffiti to leave their name or tag on the wall. Stencils are also provided, providing preset positive words like: good (goed), hope (hoop), beautiful (mooi) and nice (leuk).
– discover:
Letterlab is a laboratory where children can find out for themselves how various perspectives of the letter work. Discovery assignments are linked to each sub-theme. The assignments are layered and diverse, so that children of various ages feel challenged by them.
We reserved one of the corners of the exhibition space for a lounge area where visitors can watch a custom crafted film which provides an abstract overview of the history of typography. The film also shows how and that all the stations in the exhibition are related to one another.

  • Creative Directors Strange Attractors: Ryan Pescatore Frisk + Catelijne Van Middelkoop
  • Art Directors Strange Attractors: Ryan Pescatore Frisk + Catelijne Van Middelkoop
  • Designers Strange Attractors: Ryan Pescatore Frisk + Catelijne Van Middelkoop
  • Illustrators Strange Attractors: Ryan Pescatore Frisk + Catelijne Van Middelkoop
  • Photographers -
  • Editors Strange Attractors: Ryan Pescatore Frisk + Catelijne Van Middelkoop
  • Copywriters Strange Attractors + Marieke Van Oudheusden
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