It was challenging to create a typeface for this brand

It was challenging to create a typeface for this brand because the lineup is so diverse but I think we managed to strike a good balance between them both being recognisable and also differentiating enough from the competition. I’m really proud of it, it’s an unique take on bold geometric surfaces that I really like.

It’s crazy to think that 20 years ago when we were doing our very first posters, we were the last ones to use hooked lines as the main identity element. In contrast with the typeface of the day, Post Gothic, our main logo was a hooked square. The first set of posters used the classic black and white poster with the words “Ideas must come from behind, we must pass through obstacles to reach Life” printed in gold, created by Jan van Toorn and Jan Van Der Veken, introduced in 1975. These created a new vision for our brand, moving us away from accessories and towards creating a strong panorama of the brand — a backdrop that is still relevant today but feels modern.