Branding / Signage

Amerika Haus

Berlin, Germany
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Amerika Haus
Berlin, Germany
Eleven unassuming blue metal letters, all uppercase, point the way into the Amerika Haus. They are attached to the cube with the stylized American flag over the entryway. A distinctive and recognizable word mark. During the renovations, however, it became apparent that the lettering on the building was not the original from 1957. Tucked away deep within the former cinema, one ft he original letters: a single »A« was discovered. What a find! Unfortunately, it was impossible to identify the original font from the single letter. And without that, the rest ft he letters could not be reproduced. And thus began a process of meticulous reconstruction. With the aid of this sole letter and old photographs, Marc Naroska together with his design studio developed an uppercase font ft he Amerika Haus based on the historic model. Its unique character comes from the shifted horizontal bars in some of the letters. This asymmetry alludes ft he deep-set structural lines ft he windows along the building’s facade. The new letters not only hang over the entry but are also found throughout the entire building as the signage font.