Anagram’s identity for Hoxton Campus reflects the London workspace’s flexibility and history
Found in the heart of London, Hoxton Campus is a workspace designed to flex in response to the needs of businesses big and small. Building upon this inherent flexibility, as well as the area’s notably rebellious and non-conforming past, London-based design studio Anagram have developed a warm and welcoming identity for the space.
Translating these tendencies through expressive typography and fluid shapes, the identity responds to Hoxton Campus’ notion of ‘Work Ready Character Spaces,’ creating an amenable and intriguing aesthetic that is hard to find uninquisitive. “The idea is each character shape is based on one of the many different spaces across the three buildings,” Creative Director Matt Partis tells us, due to the incredibly varied history behind each of the buildings on the campus, resulting in a deliberately fragmented colour palette and style of character. “Some colours are inspired by the original uses of the buildings,” he adds, such as browns and reds, “whilst others are inspired by the types of tenants who might use the spaces in the future,” manifesting in inviting hues of yellows and blues.
Supporting the characters is Colophon Foundry’s Value Serif, which even provides characters with their features and limbs through its range of glyphs. “We wanted to hit the right balance of personality in the identity,” Partis explains, recalling their thought process of requiring a typeface that captures both hospitality and heritage, while “avoiding anything too simplistic or comical.”
Equally characterful is Hoxton Campus’ wordmark, a customised cut of Maax Regular by 205TF that replaces the O’s in the name with perfect circles to mirror the eyes of the characters used across the identity. “We wanted the other letters to be squared to create a contrast and reflect their body shapes,” Partis adds, “we were drawn to the unconventional squaring of the ‘X’ and ‘M,’” found in Maax, resulting in the creation of additional squared styled letters – such as ‘A’ and ‘N.’