This year’s DesignMarch festival identity (by Jónas Valtysson and Ármann Agnarsson) features a real wooden grid that forms the letters “HönnunarMars” (Icelandic for DesignMarch). Made from pine by designer Hlynur Axelsson, the grid, some 475 x 350 x 45 cm in siz,e was then photographed by Marino Thorlacius in several locations around Reykjavik.

– DesignMarch is like an empty canvas set up for the local designers to draw on, designers Valtysson and Agnarsson say.

The structure was then torn apart and four letters were handed over to four different designers and design teams to work on.

The second letter to be released is H by HAF by Hafsteinn Juliusson. The team decided to fill the letter with Haf (Icelandic for ‘sea’) immediately. An attempt to capture the surrounding nature while conveying the studio’s identity, the team built a tank within the letter-frame which was filled with seawater and painted in reflective orange, a colour often associated with safety on sea.

“The fun thing about our job is that with each project comes a different challenge,” explains Hafsteinn Juliusson, who himself was knee-deep in the harbour water to obtain the seawater for this project.

More: blog.icelanddesign.is/designmarch-2013-identity-letter-h-haf-by-hafsteinn-juliusson/

j vimeo.com/60324903

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