Stories

As Microsoft prepared to retire Calibri—its long-standing default font—it launched a search for a new typeface that would define the next generation of Office and digital communications. The company needed a grotesque sans serif that was modern yet timeless, versatile across UI and branding, and comfortable enough to read all day. The result of that search became Aptos—a typeface designed as part of a blind submission process that placed concept and craft above name recognition.

Since its inception, designers of the Xbox game console required very different approaches in type design.

Toyota is synonymous with engineering excellence and technological innovation, but as the company sought a unifying brand typeface, one key phrase guided the entire process: “We move people.”

Unilever’s branding is anything but quiet, and as I listened more closely to how they described their brand, I realized they weren’t just asking for geometry. They were asking for balance.

Rocket Mortgage came to me with a clear starting point: they wanted a geometric sans serif to reflect their tech-forward brand and to harmonize with their existing logo.

When Microsoft began implementing ClearType—their new subpixel rendering technology for LCD screens—they realized they needed more than just new tech. They needed a new typeface.