Other works:
→ Holy Smoke
→ Michael Armitage at Kunsthalle Basel
The ArtEZ University of the Arts was going through a restructure and, together with Yeliz Secerli, Dorothee was hired to design the identity of the Graduate School program which consisted of the Master courses, Professorships and Valorization Units.
Because of the different outreach and autonomy of each component of the Graduate School, the challenge was to come up with an identity system which laid ground for autonomy so that all of its departments could be presented independently while still being part of the bigger picture. Graduate School can be described as an invisible academy that doesn’t have a physical space, but holds a concept or a platform that could be present while being absent. A flexible platform that aims for equality, inspired freedom of expression and is always open for dialogue. The system of the identity had to be continuous, adaptable and flexible. Therefore it is based on language: the method of human communication, either spoken or written, consisting of the use of words in a structured way. When writing or speaking about the Graduate School, one ended up listing its components. This list had the potential to be continuous and infinitive. It contained stronger and lighter separations between its components which led to the use of punctuation marks as the core of the identity.
[ / 4 ] 

Punctuation marks in corporate font:

  • Semi-Colon (;) separates major sentence elements. It can be used between two closely related independent clauses.

  • Comma (,) is used mainly to separate parts of a sentence such as clauses, and items in lists.

  • Em-Dash (—) explains, elaborates, can mark sharp turns in thought or helps add more information. It hooks sentences together with logical connectives. While it separates it also connects. It supports the continuation. Em-dash differs from other dashes not only in usage, but also in appearance. In fact, the em-dash is named after its length—it’s the same width as the capital letter M.

  • Colon (:) is used to precede a list of items, a quotation, an expansion
    or explanation.

Punctuation marks don’t work in isolation. They don’t convey meaning unless they support context. They support the author and reader, and help the information to be clear and systematic. Punctuation marks are indicators that suggest there is always some more. In writing they separate sentences and clarify meaning. They are marks of delivery; they serve an interplay that takes place in the interior of language.

“They suggest rather than define. They rely on context (...).”

Christopher Mulvey
Punctuation marks are usually inconspicuous (hidden, unnoticeable). As part of the identity the punctuation marks are highlighted by making them bold. To do so, Kaj specifically drew an entire typeface which carries them within the character set.
The typeface has been designed that when font-size and leading are set in the same value (for ex. 20pt / 20pt), the typesetting will be coherent with the design.