DE HELLING

Music venue in Utrecht

The designers of Silees Workshop were working on the total re-styling of a music venue in Utrecht; De Helling. Based on their initial ideas and sketches for interior, identity and logo, I was asked to explore a possible direction for graphic design.

The logo was already loosely defined; a sliced H referencing the meaning of the word helling (slope) in Dutch. Using the angle of this slice as the foundation, an isometric grid was designed in combination with a typographic grid, creating a flexible and scalable design system.

The combined grids are designed to work on A2 or A3 format mainly, but also scaled down to A4 format for internal and external communications, guidelines or a calamity plan. The isometric grid fits perfectly on the typographic grid and is intended as a design tool. It can be used for illustration or creating graphic elements while amplifying the logo, making its angle an integrated part of the identity.