A typeface like Hertha.
The overhead kicker among typography films.Even though our assignment for the Bundesliga club only lasts 60 seconds, the film about the new house font for Hertha hits the bull's eye.
Hertha BSC is as much a part of Berlin as the TV tower, currywurst and Frank Zander. The inseparable bond between Hertha BSC and the city as well as the club's values - self-confident, diverse, progressive - were to be expressed in the new corporate typeface. The Berlin agency supertype achieved this with the characterful and flexible font "Hertha HaHoHe".
Our task was to produce a film for the launch that would get Hertha fans excited about the new typeface and playfully convey its special features.
Just as Hertha fans are everywhere in Berlin, street art, graffiti and tags expressing love for the old lady are also omnipresent. Sometimes virtuoso, sometimes matter-of-fact, sometimes raw or scrawled – this look was the inspiration for Hertha's new house font. We have illustrated this concept in the film.
Situations from the stadium are transferred to the film – the bouncing in the Ostkurve is the inspiration for the movement patterns of the characters.
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Tens of thousands of blue and white flags are waved during Hertha matches. The battle cry "Ha-Ho-He!" was animated in the film based on this movement.
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The diversity of the club and the fan community is also reflected in the font: each letter exists with the most diverse characteristics. This way, new combinations are created again and again and the typical Hertha look is still maintained.
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The collaboration with Hertha BSC was just as dynamic and refreshing as the typofilm. We got to know an open and enthusiastic team with whom we have already implemented another website relaunch project and will be happy to work together again in the future.
