With its latest offering, Fontsmith set out to create a utilitarian typeface with its own unique character that works no matter your message or medium
THE CONCEPT
Phil Garnham
Today’s brands want to speak in a very succinct and direct way across a huge range of media, and one of their tools in doing so is the typography they use. We wanted to create a typeface reflecting a no-nonsense attitude and clarity, that was also capable of adapting to the vast range of platforms brands now use to communicate. With FS Industrie, we set out to create a typeface with an eye on the future that reflects emerging technologies.
One of the key challenges we set ourselves was coming up with a type design that could adapt to a broad range of widths and weights without compromising its tone of voice. It had to be clear in all its guises, whether it was being used for interface menus or variable data advertising, and it needed to reflect the ‘now’ in every sense. What we set out to create was not just a typeface, but a type system with five widths and seven weights. With italics, that makes for 70 variants for each character.
With that sense of directness in mind, our immediate inspiration came from the rationalist fonts of the 1930s, mainly originating from Germany, some of which are not available in digital form. These include reform-Grotesk, Industria, Aurora and DiN 1451. We filled our heads with the idea of utility and the unapologetic approach to decision-making conveyed by these fonts. We wanted to make an uncompromising typeface, one that was honest and sincere in any design system.
THE DESIGN
Fernando Mello
この記事は Computer Arts - UK の June 2018 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Computer Arts - UK の June 2018 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Creative Space
Without’s creative director roly grant on the studio’s hand-crafted ethos
studio profile
A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world
network
THE CREATIVE COMMUNITY HAS COME TOGETHER LIKE NEVER BEFORE, TO HELP EACH OTHER GET THROUGH THE CORONAVIRUS PANDEMIC
project
ethos for 305 Fitness - Learn how the Montreal identity design studio rebranded one of America’s hottest fitness clubs
rebrand
WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?
opinion
CRAIG BLACK HAS SOME ADVICE FOR SURVIVING THE CORONAVIRUS CRISIS AS AN INDEPENDENT CREATIVE
fresh eyes
DUNCAN BRAZZIL ON HOW THE UK INSPIRED HIS CAREER
artist insight
Cindy Kang on how photography informs her illustration work
ANIMATION NOW
LEADING PRODUCERS AND FILMMAKERS REFLECT ON EMERGING TRENDS AND SHARE THEIR PREDICTIONS FOR THE YEAR AHEAD
Project: Atoll by Studio Myerscough
Morag Myerscough reveals how she and Luke Morgan designed a vibrant biophilic installation in a central London office tower studiomyerscough.com