Design studio Pentagram created this playful and colourful identity system for the Garden Museum in London. The identity makes good use of Humanist 970, a version of Adsans by Walter Tracy, and Amira by Cyrus Highsmith.
The museum’s wordmark is set in Humanist 970, a font that is based on Doric, a very early sans serif released by the Stephenson Blake Foundry in 1816. As with other fonts released during this time period, it is organic and imperfect in nature, creating a characterful letter set. The secondary font is Amira, a contemporary addition, that has a graphic, woodcut-feel closer to the traditional visual language of gardens.
Read more about the design process here.
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