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Aurlands by Heydays

Opinion by Richard Baird

Logo design, branding and packaging designed by Heydays for Norwegian shoemaker Aurlands

Aurlands is the oldest running workshop for handcrafted shoes in Norway. It was founded in 1907 by shoemaker Nils G. Tveranger who, following time in America training as a shoemaker, went on to create the world’s first Penny Loafer in 1926. This, subsequently, became an enduring unisex fashion icon across Europe and America.

Aurlands continues to build on this legacy, crafting high-quality and sustainable shoes, and maintaining classics, alongside The Penny Loafer, such as the Norwegian welt and Norwegian split toe, names that refer to the way leather meets in their construction. Although distinct, each shoe shares the same attention to detail, the craft of their build and care given to both functionality and longevity.

The Aurlands brand is an enduring story of a Norwegian influence on the international shoemaking community. This story continues in their rebranding, created by Scandinavian design studio Heydays. This sees the introduction of a new wordmark and container, a bespoke typeface–Aurlands Display designed by Ellmer Stefan, lifestyle photography from Lasse Fløde, package design and soon to launch website.

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A’18 by Pentagram

Opinion by Richard Baird

Graphic identity designed by Pentagram partner Natasha Jen and team for the AIA 2018 Conference on Architecture

AIA Conference on Architecture is an annual three-day event that explores what is new and now in architecture and design. In 2018 this took place between June 21st and 23rd at Manhattan’s Javits Center, a pioneering modernist space frame structure designed by architect James Ingo Freed. The event is made up of workshops, seminars and city tours across the five boroughs of New York City as well keynotes from those working within the fields of both architecture and design who spoke of their approaches to making a difference to cities across the globe.

Pentagram partner Natasha Jen and team developed the visual identity for A’18, building on the graphic identity developed for AIA, also designed by Pentagram. This captures the vibrancy and life of the city, and the idiosyncrasies of its diverse neighbourhoods. This linked the welcome desk with takeaway assets that included tote bags, Metro Cards and city map.

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New York Architecture Book Fair by Pentagram

Opinion by Richard Baird

Storefront for Art and Architecture is an independent not-for-profit art and architecture organisation, located in New York’s Soho, dedicated to advancing architecture, art and design. To further this remit the organisation developed the New York Architecture Book Fair, an event and platform that brings together authors, designers, publishers, critics and readers to consider, through a programme of discussion, installation and pop-ups, which publications have driven architectural and design discourse forward through their insight and contemporary relevance. This took place at the Storefront for Art and Architecture and at local bookstores throughout the city in June.

Pentagram partner Natasha Jen and team led the design and development of the visual identity for the first edition of the New York Architecture Book Fair. This is built around a form language that makes a connection between the spine of a book and the side elevation of a building plan but also explores the liminal space between the printed book and architecture structure, and the material and digital space the visual identity needed to exist within. This links a variety of communication materials for the event, these included motion graphics and data visualizations, book design, tote bags and signage.

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