I made this fictive branding for my corporate design class at Mad-Fac. It’s for the Belgium concert hall AB (Ancienne Belgique).
I did a research about fonts in Belgium and especially Brussels and came to the conclusion that the AB needed an Art Nouveau inspired font. At the same time the existing logo felt too old and worn out so it had to be something fresh. The only thing I didn’t change was the primary color in the identity. I changed the kind of red because I felt it needed to be more of an older red, which emphasized the character of the concert hall and soothed its quality. I designed the whole font based on Paul Renner’s Futura. As I said I took el- ements from the Art Nouveau and combined them into this font. The ‘AB’ logo is a ligature in the font.