Sprengel Museum corporate design proposal

{ths} created a proposal for the new corporate design for the Sprengel Museum Hannover, as an entry for a design competition announced by the state capital Hanover.

The basis of our proposal is a very flexible design system with a maximum recognition value. The new logo of the Sprengel Museum Hannover is not an independent element but a part of the flexible system and can be changed according to requirements – it retains its recognition in every set form. The corporate design is designed in such a way that even without a logo, the museum is unambiguously identifiable.

Together with our type foundry Cape Arcona we developed a typographic system with several corporate and custom fonts including a font for the logo, title and body text. Our goal was to develop a simple, traceable system that works on posters, posters, advertisements, flyers, tickets and other media. High recognition and high flexibility in the conversion of all print media.

The SMH-A typeface was developed especially for this project. This custom typeface is used for the logo as well as for all exhibition titles and headlines. It ensures the strongest recognition effect; the new logo of the museum would also be set in SMH-A, thus making exhibition titles and headlines an extension of the logo. Even without a logo — only by placing an exhibition title — the Sprengel Museum Hannover is recognizable again. The use of the typeface for both titles logo allows content and institution to grow together into one big one.

The SMH-A typeface was later renamed to CA Saygon Display and CA Saygon Text and made available as a retail typeface.