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Design
Brand Identity - Regional

Finalist

Entrant: Bold, Stockholm
Pontus - "Tidningshuset by Pontus"

Corporate Name of Client: Pontus Group

Design Company: Bold, Stockholm

Agency: Bold, Stockholm


Description of the Project:
Tidningshuset by Pontus is a 1000 square meter lunch restaurant, deli and bakery located on the ground floor of an iconic Stockholm building, owned by Dagens Nyheter (DN) – Sweden’s largest daily newspaper. 

The aim was to develop a flexible and attractive tool kit that adds warmth and playfulness in contrast to the austere architecture. Inspired by the visuals from the newspaper world, a place of letters and printing techniques. Through a combination of type choice we aimed to bring together location heritage and a contemporary dining experience by Pontus Frithiof.

Newspaper roll printing became an inspiration for all printed materials where logotypes are cropped in half by the top and bottom of the page to give the feeling of print, cut from a continuous roll. The single black ink of newspapers is substituted with a vibrant, contemporary and energetic red, reinforcing the progressive nature of both DN and Pontus Frithiof. 

A series of typographical marks draw their inspiration from letterpress type blocks, which are used as a playful signage system throughout the identity, expanding on the logotype, while remaining rooted in the printing press.