Informed by nature and technology, Studio Oker’s identity for Field is forward-thinking and dynamic

In a swift animation developed for tech company Field by Studio Oker, a set of wondrous landscapes emerge – a cuboid of stone and rippling water begins to take shape; an amorphous form of earth is quickly overtaken by a soft, growing carpet of moss. These abstract sculptures subtly represent Field’s area of expertise, as Europe’s largest geodata, data collection and analysis company, which provides insights and greener, safer and smarter solutions to empower the builders of tomorrow. The many points of reference culminate in a rhythmic conversation between the natural and the technical in the identity system, which is centred around a geometric, linear logo mark. The symbol, derived from the idea of geospatial data layers, ‘represents the forward-thinking and dynamic nature of the company.’ Its simplicity also lets it travel efficiently across Field’s universe – while remaining exactingly recognisable – as it shows up on car fleets, uniforms, and drones. The symbol, in turn, led to the choice of FK Grotesk as the leading typeface, ‘which shares similarities with the logo mark, mixing ink traps with sharp angles.’ “As Field is an extensive organisation, we needed a typeface that was versatile enough to work across all the necessary applications, from physical to digital,” notes Designer Petter Skogheim. “We came across FK Grotesk in our explorations, and the geometric construction of the letterforms linked nicely with the symbol, combining rounded details and straight angles.” The mono weight of the typeface was used for text in smaller sizes, lending further flexibility across all applications, while underscoring the mechanical precision and proficiency of Field.