Highlights from Monotype at ADC Hamburg.
— Friedrich Althausen, Senior Type Designer, Monotype
From June 4th to 7th, 2024, the creative industry gathered in the port of Hamburg for the ADC Festival 2024. A who’s who of German and global design, and an event we certainly weren’t going to miss! We had the pleasure not only of attending, but also speaking and hosting partnered activations with Merchery. Here’s the low-down on what we got up to at the festival:
A booth of wonders.
We’re thrilled to share that our booth made a vibrant splash at ADC Hamburg! we joined forces with personalization experts at Merchery and hosted an interactive activity for event attendees. As creative as it was fun, attendees were invited to personalize rulers using our diverse range of fonts, equipping them with a customized and treasured memento of the event. Visitors also played with Monotype Fonts and got to experience the platform firsthand, and left with freshly designed Monotype notebooks showcasing type available in our ever-growing Monotype Fonts library.
Type is all around.
The compelling talks at ADC were undoubtedly another exciting highlight, one of which was led by our very own Monotype Studio Senior Type Designer Friedrich Althausen. Friedrich teamed up with Eva Olk, from design agency Interbrand, to showcase the collaborative process of creating a bespoke typeface for pharmaceutical group Boehringer Ingelheim.
The talk began with an engaging discussion on the ubiquitous nature of typography. “Just as we unconsciously recognize faces, we also recognize typefaces,” Eva noted. “The word ‘typeface’ makes this parallel clear.” This set the stage for a deep dive into the profound impact of type on brand recognition and engagement. “Type is perhaps the most powerful asset in branding. All corporate values are reflected in the perfectly matching brand font.”
Boehringer Forward.
The custom variable typeface, Boehringer Forward, was developed as a collaborative effort between Monotype and Interbrand, as part of a wider brand refresh. The typeface encapsulates Boehringer’s ethos of “Unwavering optimism” and is “inspired by life”. The presentation elaborated on the process of creating the typeface, and the range of styles and weights created to ensure it would meet the company’s needs. This typeface provides a cohesive visual identity, while integrating seamlessly with other brand elements. What emerges is a full brand identity, comprising a unique color palette, images, and custom typeface which all work together to carry the brand’s positive positioning, and overarching idea “that beauty and meaning can be found in even the smallest moments in life.”
The presentation concluded with a nod to inclusivity and sustainability. The typeface is being adapted to accommodate a variety of languages and alphabets, and includes styles specially designed to save space and by extension, resources.
The core role of type in branding cannot be overstated. Projects like Boehringer Forward demonstrate how bespoke typefaces serve not only as functional assets but also as powerful conduits for emotional engagement, embodying and reinforcing a brand’s unique identity. As Friedrich aptly stated, “Type is a perfect medium to convey emotion,” and it is crucial to leverage this to its full potential, especially in a landscape where generic designs threaten to become commonplace.
Catch you at ADC next year – and until then, sign up for our newsletter to stay up to date with future events and all things Monotype.