Work | HesseKleinloog | Identity Design — Closer Studios | A Design and Communications Company

HesseKleinloog

Identity design

Interior design studio HesseKleinloog, responsible for interior appointments including the City of Johannesburg Council Chambers, Kruger Shalati, Nando’s and Sasfin, commissioned us to relaunch their brand at the 2018 edition of Design Joburg, where they also served as Creative Directors. The logotype is constructed from a modern blackletter with the first and last letters halved to symbolise the studio’s emphasis on inclusivity and collaboration. The colour palette, inspired by natural pigments such as clay, terracotta, ochre, burnt umber, charcoal and kaolin, also reflects the spirit of this predominantly female business.

Client HesseKleinloog
Sector Interior design
Services Strategy, Design, Copywriting, Production

With the studio initially operating under the moniker HK, we championed a strategic shift towards making the surnames of the two female founders completely apparent, in line with conventions traditionally adopted by male Mid-century designers. This approach allowed the business to communicate more confidently, yet simultaneously more personally. Accordingly, the logotype scales responsively to fit the horizontal dimensions of any format.

A contemporary blackletter was selected as the foundation for the logotype, referencing the European heritage, yet modern sensibility, of the studio’s owners. By merging the two surnames, as well as deliberately cropping the first and last letter, we imbued the identity with a sense of continuity and collaboration – that the brand was inclusive of its entire team, and broader design community.

2802 Architects | Identity Design

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