Hymn cleverly combine type, shape and motion to create a minimalistic identity for liminal.studio

Based in Geneva, liminal.studio is a small B2B consulting and training company that offers meticulous strategic accompaniment for managers and executives. In need of an identity to convey the company’s leadership concepts, they reached out to Lausanne-based design studio Hymn. Their challenge was to summarise and communicate these concepts in a professional and confidential context without using illustrations or figurative drawings. “This challenge was in a way something that we added to the brief,” Founder & Creative Director Alexandre Henriques explains, “because we believe that expressing a complex concept with only a typeface emphasises the meaning of the words and adds a certain form of elitism to the brand.” The visual identity is therefore built around typography and colour, with motion and shape introduced through the formation of words. “The chosen fonts are Studio Feixen Sans and Serif,” Henriques tells us. “We loved the geometric and minimalist design of Studio Feixen Sans, but wanted to contrast it with a more classic, conservative expression of it. It also expresses the duality between the client and the consultant. That’s why we decided to use Serif as well.”