Jenny Hytönen
Helsinki Type Studio · Niklas Ekholm
A bespoke all-caps wordmark designed for Finnish fashion designer Jenny Hytönen, blending gothic structure with precise, unsettling detailing drawn from the language of couture construction.
About
Drawn entirely from scratch by Niklas Ekholm, the logotype pairs classical proportions with deliberate distortions: clipped terminals, pinched stems and subtly warped counters that register subliminally rather than overtly. Generous letterspacing gives the all-caps setting a quiet authority, while the diaeresis above the ö is redrawn as two small starbursts, catching light like crystals and anchoring the fantastical in something structural. The result sits between gothic elegance and sci-fi shimmer, mirroring the tension in Hytönen's own clothing.
Classification
A bespoke all-caps logotype drawn from scratch, blending gothic structural references with fashion-forward detailing. Not a retail typeface but a custom wordmark with clipped terminals, pinched stems and warped counters.