The Brand Identity

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Looking back at Bielke&Yang’s 2019 identity for the Norwegian exhibition at Milan Design Week

Salone del Mobile takes place annually in Milan during the city’s design week and is widely considered to be the world’s largest and most important furniture fair. The highly-anticipated 2020 edition was set to take place between the 21st and 26th April, however, due to the Coronavirus outbreak in Northern Italy, it has unfortunately been pushed back to the 16th June.

In the wake of the delay, we take a look back at Oslo-based studio Bielke&Yang’s identity for the Norwegian exhibition at 2019’s Salone del Mobile. The collectively named Norwegian Presence came together to present JOIN, a showcase of carefully selected furniture and objects that form a collective exploration of community and sustainability, all curated by acclaimed creative studio Kråkvik & D’Orazio.

2019 marked the fifth year in a row that Bielke&Yang have developed the identity; each time creating a new interpretation based on the exhibition’s content and design. They also add an additional weight to the custom typeface, Join Sans, every year, using the same framework but adding new playful details and quirks. Through the typeface and wider visual language, the 2019 identity focuses on circular forms, mirroring the rounded, geometric forms of the work on display. Abstract, halftoned cropped images of the furniture add a layer of tactility to the otherwise typographic identity. All the materials from the exhibition were reused after the fair and tote bags were made by Bokhari, a company that helps to provide educational opportunities to children in Sultan Town, Pakistan.

Exhibition design: Kristine Bjaadal and Hallgeir Homstved
Curation: Kråkvik & D’Orazio
Product photography: Trine Hisdal
Documentation Photography: Inger Marie Grini

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