PAC Headline

Translating this into an identity system, we took PAC NYC’s iconic architecture as our starting point: a cube at eye level, a square at aerial view. To mirror this in the logo, each letter was meticulously designed to a square ratio, which becomes the simple symbol that sits at its core with "PAC" and "NYC" set on either side. The logo stands as an icon in its own right and expands into a powerful framing device for a diverse array of content: a way for people to see themselves in the brand and a glimpse into the diverse programming happening within its walls. To support their many communication needs and ambition for mass appeal, we designed a custom display typeface, PAC Display, that references the form of the building with a distinctly New York vernacular referencing 19th Century Gothic street signage. A flexible approach to typesetting and layouts ensures PAC Display can become synonymous with the institution over time, while adapting to a wide range of interdisciplinary programming without feeling repetitive. Client: PAC Agency: Porto Rocha Year: 2023 Credits: Malte Bentzen, Ondrej Bachor, Jan Novak, Marek Nedelka (Porto Rocha) Scale: Uppercase only

Base

Base Sans is the primary typeface of Base. It is at the heart of our identity and is purpose built for legibility and adaptability in the fast moving onchain world. Its open counters echo the Square's geometry. Base Mono complements Base Sans, and is meant for setting metadata, code blocks, and for display purposes in more developer-facing contexts. Base Sans is based on Modern Gothic, and includes unique customizations and alternative glyphs that makes it more ownable to Base, and more legible. Several letters were given a more geometric structure, to have better flow, consistency and appropriateness to the brand. In addition, there is a set of unique alternate shapes for the b, h, m, n, r, u and the symbols that are decisively geometric and are means for occasional display purposes, especially in developers setting. Client: Base Agency: Base / Coinbase Year: 2025 Credits: Malte Bentzen, Ondrej Bachor, Jan Novak. Scale: 12 Weights + Mono

Monosans

Translating this into an identity system, we took PAC NYC’s iconic architecture as our starting point: a cube at eye level, a square at aerial view. To mirror this in the logo, each letter was meticulously designed to a square ratio, which becomes the simple symbol that sits at its core with "PAC" and "NYC" set on either side. The logo stands as an icon in its own right and expands into a powerful framing device for a diverse array of content: a way for people to see themselves in the brand and a glimpse into the diverse programming happening within its walls. To support their many communication needs and ambition for mass appeal, we designed a custom display typeface, PAC Display, that references the form of the building with a distinctly New York vernacular referencing 19th Century Gothic street signage. A flexible approach to typesetting and layouts ensures PAC Display can become synonymous with the institution over time, while adapting to a wide range of interdisciplinary programming without feeling repetitive. Client: PAC Agency: Porto Rocha Year: 2023 Credits: Malte Bentzen, Ondrej Bachor, Jan Novak, Marek Nedelka (Porto Rocha) Scale: Uppercase only