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From the meanders of the Aare to a neon sign. Partner: NeonDreams.ch
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Colour palette: Aarefarbe.ch was a helpful reference in this process. Furthermore, it was also convenient that the hotel has a green logo.
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Sketches and process
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Goals | Challenges | Solutions | Learnings
The main challenge with this kind of script lettering is legibility. The hotel wanted a neon sign that would appeal to its international guests, which is why the phrase is in English. As a non-local, the reference to the meanders of the River Aare is probably not immediately recognisable. However, the sign also works as a visual highlight without this context. And as a tourist, you usually end up with a city map in your hands anyway—so the connection may still “click” at some point. The wall on which the neon sign is installed is also intended as a backdrop for selfies, which is why a hashtag was included.
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“Typography has one plain duty before it and that is to convey information. No argument or consideration can absolve typography from its duty.”
Emil Ruder