Experimental Typography
Scope:
- Concept
-
Typography / Lettering
- Motion Design
Studentcase in Experimental Typography at Berghs SOC.
Breif: Create a poster inspired by a public place in Stockholm, using experimental typography. I chose the amusement park Gröna Lund.
This is a place where I have spent many summers, sometimes with family, with friends. Experiencing it in different ways over the years, from thrilling roller coaster rides to unforgettable concerts.
When I started sketching the letterforms, I had two key words in mind: movement and contrast.
- Movement: Gröna Lund is a place full of energy and motion. Different sounds, music, crowds. Roller coasters climbing up and racing down. I wanted my typography to capture that.
- Contrast: Screams and laughter, sweet treats and salty snacks. Concerts featuring artists from completely different genres. These contrasts are reflected in my typography through the mix of thick and thin lines, uppercase and lowercase letters.
The text I chose comes from Veronica Maggio’s song Hela Huset, where she sings with Håkan Hellström. The lyrics capture the joy of summer nights but also the bittersweet realization that everything comes to an end.
This fits my connection to Gröna Lund, a place that marks the start, peak, and end of summer. The lyric "Allt är för bra nu" (Everything is too good now) reflects this fleeting feeling — reminding us to embrace the moment.
I included illustrations of objects and graphic details from the park, drawn with fine lines to contrast the bold, organic curves of the typography. The illustrations have a minimalistic, slightly somber aesthetic — echoing the wistfulness embedded in both the music and the place.
I drew inspiration from Gröna Lund’s decorative details, integrating floral and rounded shapes from its gates in the typography.
© 2025 LINNÉA SVENSSON