Building on the heritage of shirtmaking and architecture

  • Client


  • Industry

    Arts & Culture

  • Services

    • Visual Identity
    • Bespoke Type Design

To tell the story of the bespoke type design for HEART, we must tell the story of HEART itself. HEART - Herning Museum of Contemporary Art has emerged in the borderland between art and business. It is carried forward by heritage from an old shirt factory - using the old fabric as the backdrop for new emerging art on the Jutlandic Heath. A heritage that resonates in Steven Holl's architectural form – providing a canvas for the typographic expression. Our design for HEART is founded on that exact symbiotic relationship between architecture and typography. This ongoing dialogue between the two disciplines is apparent in the shapes and sentiments of the logotype, which embodies the architectural specifications of the museum. It is a story of art, architecture and the craft of shirt-making in one bespoke typeface.