Ian Whalley
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Fontsmith

Brand identity for Fontsmith, a UK based type foundry by Ian Whalley.

 

Brand identity and communications for Fontsmith, a UK based type foundry, set up by Jason Smith. A studio dedicated to designing bespoke corporate fonts and creating ‘FS’ branded fonts for independent release to the international design community.

 

Fontsmith's previous Identity

 
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The FS monogram was created to provide a flexible framework, allowing all existing and future fonts to be integrated into the identity

 
 
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Personality types

Fontsmith are know for creating fonts with distinct human characteristics, named after the people or places that inspired them. To amplify this approach a simple concept was created that enables Fontsmith to communicate the character, personality and style of each font. This concept is called personality types – a simple, unique idea that allows each font to tell it's own story.

 
 
 
 

FS Clerkenwell launch

A limited edition brochure takes the reader on a typographic tour of the London district that gave the font its name

 
 
 
 

FS Lola launch

Inspired by The Kinks' song of the same name, FS Lola is a typeface that encapsulates the very best of male and female qualities – a transgender type. The brochure illustrates the lyrics to the song, words kindly reproduced with permission by Ray Davies.

 
 
 

Mailer promoting Fontsmith's broadcast type design capabilities

 
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FS Me launch

FS Me is accessible type, designed to aid legibility. Researched and developed in conjunction with – and endorsed by – Mencap, the UK’s leading charity for those with a learning disability.

To launch the font we published a brochure illustrating the accessibility credentials of FS Me and explaining "why" you need an accessible font.

 
 
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Business stationery

A set of playful stationery – the recipient has to join the dots to decode the typographic message, a process not too different to designing a real font.

 
 
 

 
 
Ian’s ability to get into the mindset of our customers and approach the design of our identity from that perspective, was invaluable. Not only did he create a clever, beautiful and engaging identity, he advised on a marketing and advertising approach for a truly holistic brand identity. Ian has been a pleasure to work with over the years, quite simply I highly recommend using his services.
— Jason Smith, Founder, Fontsmith