Stockmann department stores were going through a major uplift in their brand and communications in 2012, when they decided to move away from the wide selection of font styles to a unified look-and-feel and smoother processes. The era of Helvetica and Garamond was coming to an end with a unique, handcrafted Stockmann Sans about to step in.
Kokoro & Moi started the design process by digging into the long history of Stockmann's brand and marketing communications, especially the company’s advertising in the early 20th century. This was followed by crafting the guidelines for the new typography approach. The next step was to partner with Finnish-Dutch type design agency Underware to design the type family. Stockmann’s own, modern, grotesque Stockmann Sans and its five font styles debuted at the end of 2012 in customer magazine Premiere.
Stockmann Sans amplifies the status of the Stockmann brand as one of the major European luxury department stores. It creates a modern and fresh feel while unifying the look of the company’s vast marketing material from print to digital and from window decorations to signage systems. Good legibility, a very practical palette of fonts, usability, the strength of expression and functionality in print and web were the key ingredients of its design.