Presenting and conveying content of any kind in an appealing way is one of the central tasks of scenography and exhibition design. Where experiential visual design, exhibition graphics, signage or interface design (UI design) is concerned, type must be legible and easily accessible. Is the typeface used suitable for the special requirements of the exhibition context with its corresponding typographic hierarchies and interactions? Can headings and flowing text be reproduced well?
Atelier Brückner, one of the world’s leading offices for exhibition design, has now presented its own typeface for this area of application. Conceived as an answer to the above questions, the ATBT typeface “with its wide range of functions is a valuable tool for exhibition and media designers”. The typeface was specifically designed “to serve the functional purpose, combined with a fascinating character inspired by scenography and dramaturgical choreography”. The variable, sans-serif grotesque typeface with an architectural character is said to fit well into spatial contexts, work within all exhibition hierarchies and cover all requirements – from lettering and titling to continuous text.
According to the information, the neutral-looking typeface is guided by the basic principle of Atelier Brückner: “Form follows content”. It is “accessible, inclusive and easy to read”. A “high X-height, large punches and low contrast” facilitate the “combination with other corporate identities and interpretative printed texts”. ATBT’s “iconographic glyphs” also lent themselves well to pictograms in space, including symbols for accessibility, signage, wayfinding as well as technology-related icons. In addition, the typeface “plays with slight manipulations of the anatomy of some letters inspired by the dramaturgical curves of spatial storytelling”. This can be seen, among other things, “in the slightly slanted cross stroke of the .e’, the wide legs of the ‘M’ and the wider range of variable slant angles, compared to other standard fonts”. The upcoming version 2.0 is expected to contain more characters and languages, a more extensive set of icons, as well as updates and improvements.
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