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ANTI Optiker-K


Optiker-K was established by Øystein Krogh, fifth generation in the Krogh family. Their business have history all the way back to the year of 1877. They are a state-of-the-art optician with the most specialized optical equipment within their geographical area in Norway.

The goal of Optiker-K is to reach their audience with a brand strategy which can tell the story of their expertise gathered throughout decades. It has to align with their strategic values of being equipped with the tools they need to do the work for their customers as a competent optician business.

The development of their own brand identity connects the company's history and expertise with the opticians profession's best-known visual characteristics – the eye chart.

ANTI Optiker-K Test

We discovered that the 10 letters from the original eye charts had never been fully developed as a complete typeface. So we developed a custom typeface based on the historical optotype charts, connecting the Optician-K brand and typeface directly to the craft of the optometrist. The result became Optician Sans – a complete typeface with open licensing for everyone to use.


We finalized the work that was started decades ago by creating a fully functional typeface based on the historical optotype letters, including numbers and special characters. It is optimized as a brand typeface, while staying true to the original 5x5 grid principle of the optotype letters from 1862.

The typeface became the key element in the visual identity of Optiker-K. With the logo and pictogram programmed into the actual typeface as a ligature, we eliminated the need for separate logo files altogether.

By this Optiker-K communicates the decades long experience and expertise, through a simple and easy way to understand a visual identity.

Multiple objects with the brand identity on them
A tote bag with letters of the Optician Sans typeface

The typeface Optician Sans was released in August 2018 for Optiker Krogh. The font quickly became a hit on social media after an article on Medium and has been downloaded over 19K times the first week and had over 10M impressions + media articles in all the major magazines, Dezeen, Fast Company.

Typographer Fábio Duarte Martins about the optotype


Awards received in 2019:

Silver in ‘Branding’ at The One Show

Silver for ‘Optician Sans Typeface’ at European Design Awards

Merit in ‘Typefaces / Font Systems’ at The Art Directors Club

Merit in ‘Wildcard - Single’ at The Art Directors Club

Merit in ‘Branding - Identity System’ at The Art Directors Club

Merit in ‘Branding - Logo’ at The One Show

Merit in ‘Typography - Typeface Design’ at The One Show

Award in ‘Visual Identity’ at Type Directors Club

Silver for ‘Optician Sans’ at Gullblyanten