The Lab is a Copenhagen-based industrial photo studio set in the northwestern part of the city. Old factory building with windows floor to ceiling and rough interior design makes up a space where some of Denmark’s most skilled photographers and agencies frequently transforming the rooms for their creative work.

To showcase this precision and artistry involved in photography, we started the design off in the world of lights and shadows, which photographers move in. That play on light and shadow translates into our stencil font that make up the logo. Drawn from the display fonts on digital cameras, our design shows the inspiration from photography technic. We took a great interest in how old display fonts are built to save space, and this philosophy is translated graphically into our typography design, it’s narrow look and the tight technical cut. Ending up with a strong utility look to really emphasize the industrial feel The Lab represents.

The identity incorporates a series of three uniquely designed typographies, two of which are monotypes. It holds a series of icons, that displays the new identity all around The Lab floors. At bathrooms, staircases, in studios you’ll find evidence of new identity printed on walls – creating a cohesive red thread through the space. The color palette introduces a vibrant, almost beaming orange, that deeply contrast the remaining grey and black nuances. The vibrant orange underpins the utility approach and commands attention, just as the artistry produced at The Lab does.

Overall, the re-design of The Labs identity powers both the dedication and precision photography require, as well as highlighting what The Lab uniquely represents: An urban pearl dedicated to creativity.

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