HyperLab

HyperLab is the revolution of HyperCreativeHub, a Milan-based architecture studio born from the minds of Marco Giovannini and Francesco Terragnoli. This transformation was born out of the need to break away from architecture understood in the classical sense, and instead fit into a context that has its core in 3D and virtualization. HyperLab thus defines itself as a virtualization reality, whose mentality can be summarized in the statement creation through visualization.

To represent this transformation, a total rebranding effort was implemented. The protagonist of this process was the three-dimensional concept, which became the unifying element of the entire brand. In fact, the logo is a Cartesian plane constrained in two dimensions in printed communication, but resuming dynamism in the digital one.

HyperLab’s typography is exclusively represented by Tomato Grotesk, designed by Andrea Biggio and available from The Designers Foundry. Its ink traps and shapes lend modernity, yet maintain the classicity of a Grotesk. In this way, the values of HyperLab are perfectly captured.

For the logo itself, the font was slightly altered: ink traps have been inserted even in letters that did not have them at first. This was done to give uniformity to the logo, which being one word does not need high typographical accouterments to ensure readability.