After the succesful launch of the Binckse Belofte identity we were asked by Mobiel Projectbureau OpTrek to design an identity for the new platform ‘ReSource City Binckhorst’. A platform which aims at mapping and connecting the different types of knowledge and craftmanship in the Binckhorst industrial business area in The Hague, which also spawned the Binckse Belofte beer as an ‘ambassador’ for the region.
We were wondering if a font, instead of a logo, could also function as an identity, as well as being available for other initiatives coming from the area as a collective ‘Binckhorst font’. We started out by dividing the area in 4 different recurring themes from the area. This provided us with different ‘weights’ to come up for the font. (Normally being ‘Regular’, ‘italic’, ‘Bold’ etc.)
The weight references we came up with are ‘Regular’, for the foundation of the typeface. ‘Auto’, coming from the large automotive industry in the district. “Container” coming from the many shipping containers spread around the inland port. And ‘Metal’, which is rather abstract coming from the musical genre in which we categorized the Binckhorst.
We first designed a typeface basis, and went from there to shape the other weights into new forms, which are all intertwined in order to have the possibility to mix the different weights together.
After the typeface was launched we saw that different parties started using the font. Even the municipality of The Hague started using it for their bi-annual Binckhorst-district newsletter, which was a huge plus for us, seeing the font working on different levels: A typeface, an identity and also being the latest ‘ambassador’ for the district, resonating with the philosophy of the platform.