3_0_ScanMag_66_July_2014_Text_Svetlana:Scan Magazine 1
Scan Magazine | Special Theme | Made in Norway
Above left: From the 2013 Nobel Peace Prize exhibition: Combating Chemical Weapons. Top right: Melkeveien has designed the font for Avinor as part of its new visual identity. Above right: The agency also designed the famous TINE logo.
Creating a unique brand identity Having delivered visual identities to some of Norway’s most famous brands, Melkeveien has extensive experience within the graphic design industry. Specialising in typography, the Oslo based agency has a very impressive client list, featuring names such as Statoil, Avinor, TINE and Telenor.
file. I designed the font for both Telenor and Statoil, and consumers now immediately associate those companies with that particular font,” says Rakeng.
By Kjersti Westeng | Photos: Melkeveien
Due to its expertise in the field of typography, Melkeveien is often asked to create fonts as part of larger corporate profiles created by other design agencies. Recently, Snøhetta Design asked Melkeveien to design the font for Norwegian airport operator Avinor, as a part of its new visual identity. “It will always take time to establish a new brand identity, but I’ve seen the font being used on screens and signs at various airports, making Avinor a stronger and more visible brand throughout,” finishes Rakeng.
Melkeveien was launched in 2001 by Birgitte Reff Kolbeinsen, Stian Berger and Magnus Rakeng. The designer trio had worked side by side at a large design company for years and felt it was time to take the next step. 13 years later, the small company of six has achieved great success. “Being small certainly has its advantages. For starters, we are always in direct communication with our clients. They appreciate being able to talk to us directly, without a project manager standing between us,” says partner and graphic designer Magnus Rakeng. Melkeveien’s impressive portfolio features a variety of visual profiles, logos, typefaces and illustrations delivered to clients from across the country, as well as a few
international ones. For the last five years, Melkeveien has worked closely with the Nobel Peace Center and special designer Christine Lohre, designing the Nobel Peace Prize exhibition and other exhibitions throughout the year. Designing fonts Rakeng specialises in typography and has designed fonts and logos for a number of famous brands, including the London based Eye Magazine, one of the world’s leading design magazines. Although the larger companies tend to be the ones investing money into the creation of their own font, Rakeng insists that it is money very well spent, regardless of the size of the company. “The font is a very important element when designing a corporate pro-
For more information, please visit: www.melkeveien.no
Issue 66 | July 2014 | 57
Promoting Brand Scandinavia. Featuring interview with Lars Mikkelsen.