In 2003, Graphic Thought Facility designed an identification for the Design Museum of London. The typographic facet of that system has held remarkably intact ever since, even after an replace that was introduced final week. Extra about that information later, however first, the sort.

The emblem comes from FF Schulbuch, a typeface sequence derived from the assorted requirements of German schoolbook authorities. The core of this design, particularly FF Schulbuch Nord, is similar to Helvetica (apart from Schulbuch’s “early reader” types of ‘a’ and ‘l’), however FF Schulbuch Süd, which serves a lot of the Design Museum identification, has a number of distinctive shapes (‘G, I, J, M, R, t, u, y’) based mostly on German writing models. The uppercase ‘I’, with a horizontal bar and a ‘J’-hook backside, is essentially the most unfamiliar kind for modern readers, which is probably going why it was changed with a extra standard ‘I’ within the emblem.

The Design Museum included this and different substitutions in a personalized model of the FF Schulbuch fonts which they’ve used constantly in all their branded collateral since 2003. You possibly can even see them in motion on the museum’s Flash-based website that was lively till 2006.


2016 Id Replace

This week, upfront of the establishment’s big move to Kensington, West London in November 2016, the Design Museum identification received a refined replace:

Studio Fernando Gutiérrez brings the museum’s customized typeface – or a minimum of its spirit – into the brand and different accompanying wordmarks. The designers did make some changes to the sort: “the” seems to come back from Neue Helvetica as an alternative of FF Schulbuch.

The unique “DESIGN MUSEUM” mark has been revised as properly, with essentially the most obvious change to the ‘G’, which now curves inward barely on the fringe of the horizontal stroke, and has a rounder, extra balanced really feel. That outdated Schulbuch ‘G’ does appear to lean ahead a bit, calling consideration to itself, and if the purpose of this identification is to embue modernity, however not stand out too a lot, these little modifications make lots of sense.

After all, some would possibly say that Helvetica roots are too Swiss for a British establishment, however after 13 years of talking on this explicit typographic voice, the Design Museum would sound unusual utilizing every other dialect.

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