Bålder Quartetis a Finnish string quartet playing classical music together since their launch in 2018. In January 2026 they revealed a new visual identity, designed byDavid Matos/ShutupandanceusingPoppinsthroughout, plusBloydfor the logo. The stacked lines symbolise the core composition of a string quartet. It alludes to the two violins, the viola and the cello (and, by extension, the four musicians). Each line can also be seen as representing the four strings, common to all instruments in the quartet. The logotype can take on different shapes by shifting characters, together or individually, along their vertical axis (i.e. baseline), evoking the sensation of sound, music, and rhythm. It can be animated in several ways — for example, reacting to sound as a backdrop projection in live settings.
The typography communicates dynamic classical sophistication through its innovative baseline manipulation system. The clean, geometric Poppins foundation contrasts with the rhythmic, musical movement created by vertically shifting characters, creating an energy that feels both timeless and contemporary. This typographic choreography literally embodies the quartet's musical performance through letterform animation.
Poppins' circular geometry and balanced proportions provide the structural clarity needed for musical branding while maintaining excellent legibility across applications. Its moderate x-height and consistent stroke weights create a neutral foundation that allows the baseline shifting mechanism to take center stage without competing letterform details. The font's technical precision mirrors the disciplined craft of classical musicianship while remaining approachable and unintimidating.
The pairing of geometric Poppins with custom Bloyd for the logo creates strategic typographic hierarchy where the display treatment commands attention while the text font provides reliable support. Poppins' circular warmth softens what could be an overly rigid geometric system, while Bloyd's custom characteristics allow for the unique baseline manipulation that becomes the brand's signature expression. This creates a system where form literally follows musical function.