Behind the design

Maxbo is a large national hardware store chain in Norway, and has over 75 franchises across the country. They’ve been around since 1995, and they needed to update their identity materials for better consistency and recognisability across media. Their refined identity was developed at Scandinavian Design Group over some years, and involved a custom family of sans-serif faces.

The type family consists of a core set of four weights plus matching italics, and a call-out display style called Heavy. They all share classic geometric forms, in the framework of a neogrotesk. It puts sharp diagonals and circular shapes in an otherwise even, highly readable lowercase.

Behind the work

Designed and developed while working at Scandinavian Design Group. Finished in 2020.