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Fontsmith develops font solutions for many well-known brands. A unique and distinctive font is integral to a brand’s make up and becomes part of who you are. We design and develop fonts, logos and licencing solutions for customers from all over the world. Our services range from simple advice and support to full bespoke typeface creation. Our typefaces are unique and exclusive to us and our work encompasses everything from traditional to contemporary.

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MADE.COM

Furniture brand MADE.COM revitalises their brand with FS Neruda, FS Meridian and FS Sammy

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Brief

In August 2018 online design brand MADE.COM contacted us to help them with the typography for their upcoming brand refresh. The roll out was planned for December to coincide with their end of year sale and the launch of a brand new website.

They needed a trio of complimentary typefaces to bring a new typographic voice; a voice that would bring vigour, fashion and distinctiveness to the brand and reinforce their new “Different by design” strapline.

Approach

For headlines, MADE.COM were looking for something fresh, sharp and magazine-esque. Fontsmith typeface FS Neruda was chosen for this task. FS Neruda Black is playful, lively and quirky yet solid and suave. A delicate poster font style of serif with a homely aroma: just like MADE.COM’s furniture. Our sans serif FS Meridian was the perfect companion for FS Neruda. Chosen as a subheading and body copy font, it stands out due to its distinct construction, contemporary tone, confident shapes, wide proportions and tall ascenders and descenders.

Result

FS Meridian presents a subtle design focused counterpoint to the impersonal geometric trend. By selecting this font MADE.COM have injected an element of dynamism into their identity. 

Script font FS Sammy was chosen to complete the typographic system. Used for special touches on the MADE.COM website and marketing materials, the warmth and honest personality of the human hand makes FS Sammy the perfect choice to add a touch of authenticity.

“With so many brands still opting for clean geometric sans serifs online, the right contemporary serif presents an opportunity to standout from competition. We have seen a lot of homogenous design online over the years but recently there has been an increase in brands that want to stand out from competitors and typography is a good way to do that. MADE.COM is different and wanted to differentiate itself — and typography plays a crucial role here.”

— FS Neruda designer Pedro Arilla
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