Sprengel Museum Hannover

Client

Sprengel Museum Hannover / Landshauptstadt Hannover

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

The basis of our corporate design 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.

For the competition for the new corporate design of the Sprengel Museum Hannover we developed together with Cape Arcona Type Foundry 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 developed especially for this project is the core of the corporate design. This custom type is used for the logo as well as for all exhibition titles and headlines. It ensures the strongest recognition effect. The special feature is that the new logo of the museum will also be placed in SMH-A. The exhibition title and headlines are thus synonymous with 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 title AND logo allows content and institution to grow together into one big one. 

All corporate fonts will be published by Cape Arcona Type Foundry.

Sprengel Museum Hannover – Logo
Sprengel Museum Hannover – Logo
Sprengel Museum Hannover – Corporate Design
Sprengel Museum Hannover – Corporate Design
Variable elements of the corporate design permit flexible layouts, e. g. for large-format posters and exhibition posters.
Variable elements of the corporate design permit flexible layouts, e. g. for large-format posters and exhibition posters.
Sprengel Museum Hannover – Advertising
Sprengel Museum Hannover – Advertising
Sprengel Museum Hannover – Advertising
Sprengel Museum Hannover – Advertising
In addition to the main typeface SMH-A, there are two additional house fonts that have been developed for the corporate design: SMH-B and SMH-C differ from the main font SMH-A, but due to their formal similarities they can be easily combined with it.
In addition to the main typeface SMH-A, there are two additional house fonts that have been developed for the corporate design: SMH-B and SMH-C differ from the main font SMH-A, but due to their formal similarities they can be easily combined with it.
Typeface: SMH-A. Selected letters contain several variations and are combined into sets. The designer can either choose variations of a letter to create the logo or headline or write a pseudo-random variation via OpenType feature.
Typeface: SMH-A. Selected letters contain several variations and are combined into sets. The designer can either choose variations of a letter to create the logo or headline or write a pseudo-random variation via OpenType feature.
Outdoor banner of the museum.
Outdoor banner of the museum.