What the #$@!% is Design = fijn?



I believe that human-centered design plus typography driven by content, can create a lasting emotional experience between a brand and its audience. With the client by my side, I’ll iterate and stretch the work to discover what will deliver the most authentic—and exciting—result.

Excerpt from En dan nog iets by Paulien Cornelisse:

[…] Ik koester warme gevoelens voor een snackbar in Amsterdam Oost die snackbar “Hallo” heet. Vooral die aanhalingstekens vind ik lief. Ik denk dat alles al geregeld was rondom die nieuwe snackbar, en dat toen bij de notaris ineens de naam opgeschreven moest worden. De snackbarhouder in spé was dat vergeten, en heeft toen in blinde paniek “hallo” opgegeven. Toevalligerwijs een gouden greep, want niemand vergeet Snackbar “Hallo”. […]


This is how—already in the previous century—the name “Design = fijn” was born. With compliments to Peter Oosterveld. The concept has become an integral part of the philosophy underlying all my design work: for people who appreciate fine design. My fascination for mechanical typewriters and monospaced (sometimes called fixed-width, fixed-pitch, or non-proportional) fonts led to the logo design.

Design = fijn logo