KCAP's new visual identity has been designed by Joost Grootens: an internationally renowned designer known for producing well-crafted books; particularly those containing maps, which he and his studio, also often design. Whereas Studio Joost Grootens (SJG) is well established in the medium of print, the new website of KCAP is one of only a handful of digital platforms that they have created. The studio was chosen by KCAP because of its reputation of effectively organising vast amounts of information, in a clear and timeless manner. The final result is informed by the collaborative organisation of KCAP’s working method, and offices, its ethos of a flat hierarchy, its transparency, and the lack of any one formal design signature.

The new visual identity is also a departure from KCAP’s previous branding, which had been in place since the mid-2000s. The new logo by SJG features a bold, sans-serif design using the GT America typeface, which was released in 2016. The typography chosen by SJG combines the vitality of late-nineteenth-century American Gothic typefaces, with the formality of early-twentieth-century neo-grotesque typefaces from Europe. The font’s precision, its slight playfulness, together with its open and accessible stance, reflects KCAP’s core values of innovation, collaboration and urbanistic stewardship.

Joost Grootens, principal designer of the identity, explains that: ‘Our aim was to create a graphic language that reflects KCAP’s values and vision, while also being contemporary, adaptable and versatile. Although our work predominantly focusses on print, we saw this as a wonderful opportunity to explore, grow and combine in one project, our ideas about printed matter and digital design.’

Bastiaan van der Sluis, Director of Communications at KCAP, who oversaw the design and implementation of the initiative, states that: ‘It was a great pleasure to closely collaborate with Joost and his team. Together we’ve intensively explored how a new visual identity could meet needs and expectations, and set a standard for the company’s future. KCAP operates in numerous countries and markets around the world, and has an over 30 year legacy in urban design, architecture and landscape architecture. We’re proud SJG created this elegant design solution, which reflects the distinguished stance of our work.’

Learn more about the oeuvre of Studio Joost Grootens on their website.