The Brand Identity

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Pentagram’s identity for photographer Adam Katz Sinding revolves around a bold bespoke typeface

Copenhagen-based photographer Adam Katz Sinding is renowned for his remarkable mix of street-style photography and high-end fashion projects, working with the likes of Vogue, Tom Ford and Givenchy. In need of an identity and website that expresses his bold character, whilst also placing the emphasis on his photography, Sinding turned to Sascha Lobe at Pentagram; resulting in a total overhaul of his digital presence, grounded in a beautiful bespoke grotesque typeface, alongside an exciting, energetic campaign alongside its launch.

Capturing an era-less tone of voice, the custom typeface has both an immediately striking aesthetic and the typographic prowess to easily take a supporting role without diminishing the impact or significance of the typeface or application. Managing to perfectly suit any given context, from the catwalk to the pavement, the typeface also equally feels at home on Pentagram’s website design for Sinding, in which it is pleasantly paired with Aktiv Grotesk to give the experience a more balanced and functional edge. With the photography and typography sitting in harmony atop a primarily black background, the website design manages to succinctly balance Sinding’s practice between photographic realms, and does so effortlessly. 

Typefaces: Adam Katz Sinding by Sascha Lobe / Aktiv Grotesk by Dalton Maag

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