ArtEZ Business Centre visual identity

Launched on January 1, 2022, the new graphic identity of the ArtEZ Business Centre marks a significant visual transformation aimed at aligning the institution’s image with its forward-thinking role in supporting students and alumni in the field of cultural entrepreneurship. From the second half of 2021, designers Dongbin Han and Benjamin McMillan were tasked with reimagining the visual identity of this vital part of ArtEZ University of the Arts.

At the heart of the new identity is Ok Kake, a bespoke typeface designed by Dongbin Han. This custom typeface is a modern reinterpretation of a historic lettering style originally created by Henk Peeters for the ArtEZ Hogeschool’s former name, Arnhemse Academie voor Beeldende Kunsten (AABK). Peeters’ distinctive approach to letterform design involved the creative manipulation of negative space, making each character both readable and visually dynamic through the interplay of positive and negative areas. This method not only defines the shape of the letters but also ensures that they are viewed as a cohesive whole, with each letter expanded into its own space. The accompanying typeface is Times New Roman.

The result is a design language that blends the past and present, using the legacy of Peeters’ innovative typographic work while charting a new course for the ArtEZ Business Centre’s visual identity. The project reaffirms the institution’s commitment to fostering a thriving community of cultural entrepreneurs, all while maintaining a link to the rich artistic heritage of ArtEZ University of the Arts.