Post by BAS ID

Is placemaking about putting a destination on the map — or creating a map for the destination? 🤔 Every place comes with its own context, history, and purpose — there’s no universal solution. In the case for AMF Fastigheter AB in Marievik, the signage system was built from a few distinctive components, creating clarity in a complex environment. Limiting the toolkit helped establish a coherent and intuitive expression, especially where surrounding architecture competes for attention. When we build identities, we often think in logos, colors, and typography. But places aren’t just seen – they’re understood. Identities for spaces extend beyond visuals; they become systems for guidance, signaling, and definition. Used deliberately, core identity elements can shape wayfinding, clarify destinations, and establish boundaries – influencing how people move through, interpret, and connect with a place. BAS ID Designer Sebastian Löf explains: “Marievik’s primary typeface Maxi, drawn by the studio Dinamo Typefaces, is expressive enough to stand on its own. For wayfinding, we deconstructed it to extract key shapes and details, which became the basis for a set of pictograms – carefully designed as a seamless extension of the typeface.” These characteristics also inspired physical elements. The team developed custom sign carriers shaped from Maxi’s letterforms, reinforcing the identity in three dimensions. In placemaking, every detail – from the smallest marker to the largest gesture – contributes to coherence, orientation, and belonging. With a reduced set of components, attention to detail became the defining feature. Sebastian reflects: “We leaned heavily into typography, with Maxi as the core identifier. Looking back, that focus led us to font-based pictograms, letter-shaped signage carriers and sculptural elements. Whether that’s minimalism or Maximalism – I’m still not sure,” he laughs, referring to the font name. #placemaking #wayfinding #marievik