CA SMH

{ths} Thomas Schostok Design approached us with a fascinating project: creating a new corporate design for the Sprengel Museum Hannover competition announced by the state capital Hanover. We were tasked with developing a typographic system that would cater to the museum’s needs and help it stand out from its competitors. Our team put together a range of corporate and custom fonts, including a unique font for the logo, title, and body text.

Our main aim was to create a typographic system that would be simple, yet easily traceable, across all the museum’s promotional and advertising materials. We wanted to ensure that the typographic design worked seamlessly on posters, advertisements, flyers, tickets, and other print media. The system also needed to be highly recognizable and flexible to use across various print media formats.

To achieve this, we designed the SMH-A typeface that formed the core of the museum’s corporate design. We created this custom typeface to be used for the museum’s logo and all exhibition titles and headlines, as it had the strongest recognition effect. To make the typeface even more versatile, we developed an 18-style font family that included a Cyrillic character set.

Over time, the typeface family was expanded to create what is now known as CA Saygon, which has gained significant popularity. CA Saygon.