Custom typefaces fall into two main categories: modified retail typefaces that build upon an existing family, or completely new creative works. Each direction has very specific benefits.
If modifying an existing Positype typeface is the right choice, we first establish the practical requirements: localization, necessary formats, webfont needs, user proficiency and application usage. From there, we move to aesthetic modifications, variations and expansion or contraction of the available glyphs. Building upon the successes of an existing type platform is efficient and deliberate — a choice that typically translates into a better long-term investment and meaningful cost savings over the duration of the typeface's use.
Bespoke type families give your brand something no one else can use. Exclusivity means unlimited deployment across every medium — print, digital, broadcast, product — without the licensing costs that compound as your organization grows. A typeface designed entirely around your brand's voice and visual identity is, simply put, something that cannot be replicated or licensed by anyone else.