BEHA
Revitalizing a Norwegian Classic
2023
Introduction
BEHA is part of the Norwegian heritage, and a well-established brand, particularly among individuals over 50. Originating in 1917 in Porsgrunn by engineer Carl Eugene Berg Hansen, BEHA played a significant role in electrifying Norway. Over 10 million BEHA products have been produced since then, including various versions of stoves and generations of heaters in Norwegian homes and cabins.
The identity is built on principles of clarity, simplicity, and relevance. We constructed a flexible system, incorporating minimal yet robust elements, emphasizing a distinct and straightforward expression, without sacrificing humanity and warmth.
2 Logo
The logo balances a humanistic and technological look, available in two main versions: black and white. We often let the logo dominate the space entirely, ensuring its strong presence without competing with other elements like text, images, or graphics.
In specific cases, we allow the logo to appear subtly through material and texture, conveying a sense of delicate quality. This might entail using a white foil-stamped logo on bright uncoated paper or employing embossing or debossing techniques to integrate the logo into the material.
3 Layout System
We've created a versatile layout system. Negative space plays a crucial role by enabling content to breathe, directing focus, and ensuring a clean, organized appearance. Text elements are differentiated using capitalization and spacing instead of multiple font sizes.
4 Color Palette
The color palette echoes the qualities of the logo, featuring a blend of warm and cool gray tones, alongside natural hues and shades of blue, green, and orange. The palette is designed to work seamlessly in both physical, analog, and digital formats.
In specific situations, notably in international markets, emphasizing BEHA’s Norwegian heritage adds additional value. (In these cases, we stick to Brand Norway's official color codes).
5 Typography
Arizona Flare, by ABC Dinamo in Switzerland, merges serif and sans-serif styles, resulting in a distinctive and unique font. Contemporary yet classical, Arizona ensures excellent readability in both print and digital formats, even at smaller sizes.
The font family boasts a wide range, comprising five weights from Thin to Bold, accompanied by matching italics. It also supports variable type, enabling effortless adjustments for enhanced aesthetics and readability, adaptable to evolving design needs. Currently, our typographic structure focuses on uppercase, spacing, and scale, ensuring a clean and organized text structure.
6 Image Style
The imagery adopts an honest, documentary-style approach, exuding natural warmth. While there's no strict layout rule—whether full, semi-bleed, or adjusted to margins—diversity is encouraged. The focus is on natural cropping, providing an opportunity to create ample white space for impact and authenticity.
Lifestyle images focus on authentic, lived-in spaces, emphasizing natural light and real homes, capturing moments without feeling staged.
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