Sponsor Senior branding and design for B2B, AI and SaaS teams. This spot is booked monthlySponsor
US BRANDING STUDIO

Designing in squares: Erkin Karamemet takes us on the historical journey behind his Modena typeface

by Independent Studio ·

This is a guest article by Erkin Karamemet, translated and with a brief historical overview by Ferdinand Ulrich. Modena is the latest attempt in a brief history of Latin letterforms that firmly sit in a square shape, and it is Erkin Karamemet’s first typeface in a wide range of widths for different weights. Here he shares some of the observations and careful consideration that went into the design process of this genre. [1]: Modena’s capital O nearly fits the diagram of Lamé curves. While the width has been adjusted using variable font data, its curves dynamics approximate the value of n = 3. FU: Contrast and tension are prerequisites in the graphic arts, in visual communication, and in the anatomy of a typeface in particular. The idea of fitting oval shapes as closely as possible into a square framework has been explored by different designers. While some came up with results that resemble a square with round corners, others tried to maintain a tension that firmly sits just between an oval and a square. The mathematical description of this position was made in the nineteenth century by Gabriel Lamé [1], hence the name ‘Lamé curve,’ but it was the Danish mathematician and poet Piet Hein who famously applied this principle in different design disciplines. In an attempt to establish a new square in the city centre of Stockholm, a roundabout with a fountain in the middle known as Sergels Torg [2], Piet Hein’s design solution of a round shape positioned between square and oval popularised the so-called ‘super-ellipse’ in 1959. In architecture, this principle was also applied to the Estadio Azteca in Mexico City [3] and to the 1970 US pavilion in Osaka. Piet Hein continued to use it in a range of designs, from lamps, carpets, kitchen utensils to the ‘Super-æg’ and the popular dining table that offers everyone an equal seat at the super-ellipse.

Culture 2023 The Brand Identity Motion Art & Design Black Grey White Linework Sans Serif Bold Condensed Extended Italic

Open for Select Client Projects

Looking to build an iconic brand identity or packaging?

US BRANDING STUDIO collaborates with ambitious founders, startups, and luxury brands to design distinctive visual identities, bespoke typography, packaging systems, and comprehensive design languages.

10,200+Brands Curated
<24hResponse Time
100%Bespoke Design
Chat on WhatsApp (+92 317 4002198) Email: mail@usbrandingstudio.com · WhatsApp: +92 317 4002198

Are you an independent studio or designer?

Submit your brand identity, packaging design, or design system to be featured on US BRANDING STUDIO.

Submit a Project →