Wordmark construction
Hedvig Letters Serif, in units of 1000
Sixty identities for cultural institutions.
Field Office is a brand identity studio of four, in Copenhagen.
One name, three systems
What we might draw for one institution, before anything is chosen.
Opening night
Example
Hall
Example Hall
Opening night
ExampleHall
Opening night
The rooms it has to hold in
Gilt, cast iron and a white wall, under one system.
The auditorium
Programme, surtitles, tickets
Gilt and red plush: the programme has to hold its own in here.
Cropped to 3:2, verticals level.
The stage
Posters, season, signs
A painted set under full light: the poster has to stand beside it.
Cropped to 3:2, verticals level.
The stacks
Signs, shelf marks, cards
Five tiers of cast iron, every sign read from the floor below.
Cropped to 3:2, verticals level.
The gallery wall
Labels, captions, maps
A grey wall and a bench: the label sits beside the work, not over it.
Cropped to 3:2, verticals level.
The long room
Wayfinding, wall text
A white wall long enough to need its own signs.
Cropped to 3:2, verticals level.
Set once, read at every size
One line, tested from the banner to the ticket.
- Banner
- Opening night
- Poster
- Opening night
- Programme
- Opening night
- Ticket
- Opening night
A studio of four
Small enough that the people you meet in Copenhagen are the people who draw the work.
- identities shipped
- 60
- people in the studio
- 4
Start the sixty-first
Tell us about the institution and what it needs.