Type Designer · Founder
A big challenge for the project was designing the underlying typeface that could withstand so much customisation.
Universal Sans covers a limited range, but within that range are infinite unique variations.
California-based studio TinyWins led a comprehensive rebrand for Joby Aviation, repositioning the electric aircraft company from a technology-focused brand to one that evokes the emotional experience of flight. Drawing inspiration from mid-century aviation design, the new identity spans strategy, digital platforms, wayfinding, and aircraft livery. Collaborations with Family Type, INK Studio, and others helped create a cohesive system that blends nostalgia with innovation.
Berlin-based designer Tom Schwaiger created a vibrant and sensory brand identity for Australian hard-seltzer brand FELLR. The project features hand-rendered typography, custom gradients inspired by Australian landscapes, and a bespoke cut of Universal Sans by Family Type. Collaborators included photographers Chris Grundy and Dale Benetto, and 3D artist Marcin Sulewski.
The Brand Identity interviews Briton Smith about launching Family Type and its first release, the variable typeface Universal Sans. Smith discusses his transition from OMSE and OMSETYPE, the technical and creative challenges of designing a variable typeface, and his vision for the future of type design in digital and AR contexts.