Redefine Studio launches new independent type foundry Redefine Type
We use fonts every day. And I’m not just talking about us designers. We all see, read and digest written words everywhere we go. Shops, train stations, road signs and even sat on our couch at home. We scroll through endless amounts of written text and browse through streaming platforms packed full of typography.
We communicate through language – through written text. We have done so since we started etching diagrams into cave walls some 30,000 years ago from symbolic alphabets to the era of moveable type right through to the dawn of screen-based typography and the dominance of the sans-serif. Type is all around us and we all use it – whether we know it or not.
Branding is also about communication. In short, branding is how we position and market a product, service or company to people who will buy into it. Brand identity is built on an intricate system of elements working in tandem to achieve this. A strong logo, an impactful colour palette and a well-suited typeface are arguably the core elements of any good identity system.
Typefaces come in lots of different shapes and sizes, and to the untrained eye, it can be tough to distinguish a good font from a bad one. Much like graphic design in general, there are two sides to type design. The stylistic and artistic side and the fundamental design principles that separate good and bad design.
For us, typography goes beyond making a brand look good and stand up to other competitors in its class. For us, typography is at our core – it shapes so much of what we do and why we love doing it.
So it’s officially time to practice what we preach. We’re starting a type foundry.
Redefine Type is open for business, designing commercial typefaces for clients and retail fonts for designers across the globe to raise their type game. As well as some fun self-initiated projects along the way.
We’re always looking for collaborators and type designers to work with. If you’re new to typography or a seasoned pro please get in touch, we do love nerding out about interpolation.
Written by Tom Woollam
Creative Director & Founder
