A sans-to-serif superfamily — Serif, Text, Mix, Flare and Sans as one continuous variable spectrum. View at Dinamo →
Used by Snøhetta (2), Ragged Edge, Pentagram
Set for BEHA, Dinamo, Gaia, On, San Francisco Symphony, The Joslyn, Up Norway
Cases set in ABC Arizona, as credited by the studios in their own writeups.
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Sign in freeSundry led a comprehensive rebrand for global creative recruitment consultancy Craft, repositioning it around the concept of cultivation and natural growth. The new identity combines earthy tones, bespoke floral motifs, and a refined typographic system to convey maturity and warmth. Collaborations with Good City, Paula Codoner, and Louie Zeegen extended the brand across digital, motion, and verbal touchpoints.
The article by Poppy Thaxter highlights five serif typefaces—Domaine, GT Alpina, Panama, ABC Gaisyr, and ABC Arizona—that have made a strong impression across recent brand identity projects. It showcases how various studios have applied these fonts in branding for clients across art, hospitality, technology, and culture sectors. The piece emphasizes the expressive and enduring qualities of serif typography in contemporary design.
The Brand Identity’s article, written by Poppy Thaxter, explores how studios like FAY, DesignStudio, and Dinamo Typefaces are using generative tools and variable fonts to create flexible, dynamic brand systems. Through case studies with clients such as Lobe, Wu Tsai Institute, and Ubisoft+, the piece highlights how technology empowers clients to co-create assets while maintaining brand consistency. The discussion, part of The Shift series with Frontify, underscores the balance between creative freedom and systematic control in modern branding.
SEESAW features the website for Daylight Computer Co., a new hardware brand focused on deep focus and wellbeing. The project showcases a clean, minimal digital presence using ABC ROM and Arizona typefaces.
