Unlike MoMA, MACBA or The Met, the reduced version MARQL didn’t work verbally. We decided to use the full name of the museum instead, Museo Arqueológico de Lanzarote, giving the new identity the weight it deserves. […] Using Founders Grotesk by Klim Type Foundry, the words are left-aligned in 3 rows, mimicking the shape of the building and occupying a block space when seen together with other logos. The contemporary typeface contrasts with the building’s ancient contents. By using upper case letters we allowed the block to stand out and work across both print and digital. Furthermore the block format allowed us to extract a reduced version, which works in the same frame.
A secondary typeface created a crucial contrast and graphic richness, helping to separate and hierarchise the different levels of information across all forms of corporate stationary and communications. Self Modern by Bretagne Type Foundry, together with the primary Founders Grotesk, provides the perfect pairing – their skeletons have very similar forms and offer the right combination of personality and sophistication in their characteristics. —Emmy Koski for Folch