Pentagram’s mind-bending typeface for AIA gala

If you thought it would be impossible to squeeze another brilliant typeface design out of the creative minds of Pentagram you are in for a surprise.
Herita-Geo, the typeface that Natasha Jen designed for this year's black tie gala to benefit the AIA New York Chapter and the Center for Architecture is compelling, playful and highly-effective. Inspired by the way architecture responds to available space this custom typeface makes use of a blue double line to accentuate its architectural quality and is composed of letterforms that extend horizontally.
The New York AIA contacted Pentagram for a design project they needed and the seemingly impossible became a unique project. Named Herita-Geo, a name that reflects the ‘Heritage Ball’ event name and the dynamic way the typeface can ‘shape shift’ to take up ‘geographic space’ this font fills ‘every available area’ like buildings seem to do in New York.