Jung von Matt
Jung von Matt (JvM) is an advertising agency headquartered in Hamburg, Germany, with 24 affiliates across the globe. Character Type has been fortunate to partner with JvM on various projects for clients such as FIFA, ORA, Vorwerk and many others. For their own JvM brand design a custom headline typeface was developed. Compressed, direct, loud, unapologetic and bold.
Creative Direction: Heike Wilhelm
Design elements
Aside from the bold compressed look of the typeface, the angular terminals are a key feature of the JvM headline typeface. This feature was inspired by the JvM trojan horse brand symbols style.
Very compressed typefaces present a lack of room challenge. Three or four bold horizontal lines (i.e. in @ or €) make it tough to maintain readability and letter recognition. The introduction of a thin line element helps to solve theses challenges and add character to the typeface.
All upper case letters have been designed to stay above the base line to allow very compressed line spacing.
