Type Designer · Designer
What gives sans serifs ‘air’ in its letterforms?
Käch was a calligrapher and taught at the Zürich School of Arts and Crafts.
In an ideal world, I would love to see Haltung used expressively and poetically in the vein of the Basel School.
The Brand Identity features Order Type Foundry’s new sans serif typeface, Haltung, designed by Auckland-based Joe Moore. Drawing from the teachings of Walter Käch, Adrian Frutiger, and Emil Ruder, Haltung balances historical influences with a contemporary, airy aesthetic. The typeface offers seven weights with italics and aims to bring a lighter, expressive tone to neo-grotesk design.
Creative Boom’s January 2025 roundup by Tom May highlights seven new typefaces from international foundries and designers. The selection spans from the Art Deco-inspired SLTF Bergamot Grotesk to the culturally significant Munegascu, showcasing innovation, heritage, and stylistic diversity in contemporary typography. Each featured release demonstrates how type design continues to evolve across aesthetic and cultural dimensions.