Hugmun’s calligraphic identity for Mortar&Brick captures a tension between script and sans serif
Copenhagen-based design studio Hugmun have worked alongside property consultants Mortar&Brick on the creation of their elegant identity; a graphic system, wordmark and aesthetic that effortlessly echoes the security, integrity and free-thinking attitude of the company it represents.
Driven by straightforward typographic application, the anchor of the identity comes in the form of a semi-calligraphic wordmark. “We wanted to create a logo for Mortar&Brick that feels strong and minimalist,” Co-founder Tomasz Pawluk tells us, while maintaining an element of frivolity via the expressive ampersand. “It’s quite unique and something out of the box,” he remarks, breaking the structure of its own rigid system and layout design, and in doing so demonstrating Mortar&Brick’s forward-thinking practice. “The ampersand adds a flexibility to something very firm,” he adds, “we created three options for using it, giving a broad range of possibilities when using it across different brand materials.”
Utilised across the identity is Displaay Type Foundry’s Dazzed as the primary typeface, playing the pragmatic counterpart to the logo’s outlandish script. “We chose Dazzed for the main typography in brand materials because it's practical and unique at the same time,” Pawluk tells us, “we love the small details like the letter ‘a’ that are truly unusual and stand out,” without being overly characterful and removing the proficiency of the typeface in application. “It is both intriguing and readable,” he adds.
Maintaining the typographic contrast between script and sans is the serene use of colour, with the studio opting for an off-white and spirited red to create a warm and earthy palette. “The soft beige is calm but firm,” Pawluk explains, “it has connotations of a safe space, home, interiors, something nice and soothing.” Mirroring the energy and optimism of Mortar&Brick’s work through the punchy inclusion of red throughout, Pawluk explains, “the beige and red are also a modern, abstract representation of the mortar,” he concludes, “brought together with the brick.”
Jorge de Jorge Jordán