De Hallen Haarlem
Corporate identity, 2007-ongoing
The main points for the proposal for the identity for the contemporary art museum De Hallen Haarlem was that the identity should function on different levels. The museum is built out of a composition of three neighbouring buildings on the Grote Markt in Haarlem. This inspired us to start breaking up fonts and after several drafts we were cutting vertically into in every possible typeface. Now we could use a different typeface for every artist, to create its personal identity, and to visualy connect them with the exhibition and the De Hallen Haarlem. The intervention in the typefaces makes De Hallen Hallen recognizable into its smallest detail and at same time gives us the ultimate freedom to play around with the overall identity.
Corresponding poster from the
'ABC Primer – Rainbow Series'