The Curio Collective 3.0(ish) – Part 2

In part 2 of our rebranding deep dive, we’re going to show you how we created a fully custom, one-off font for our new brand identity logo system. Didn’t catch part 1? Check it out here.

Being a type nerd at heart and an amateur typographer, I seize any opportunity I get to create custom fonts and lettering. I’ve been creating custom lettering pieces since I was a teenager and created my first fonts in college. Since then I’ve created a few unpublished typefaces and I hope to get the software to make them usable someday.

Because Ashley truly loves me, when it came time to start thinking about typography for our rebrand, she encouraged me to create a custom font for our rebrand as well. This is pretty much how that conversation went.

Me: “Hey, I was thinking about making a font for our rebrand…”
Ashley: “Oh I already figured you were! I mean, why not? Might as well do it up right.”

She gets me. 😍

Anyways, let’s dig in!

Classical Meets Modern

The idea was to create a mono-weight, geometric font (forms that are heavily reliant on a grid while at the same time using simple, basic shapes that are uniform in line weight throughout the letter forms) that had classical proportions and structure, but was modern in application and style (think Trajan Pro meets Gotham).

Initially, my idea was to create a slab serif font, however, as I began designing with those ideas in mind, I quickly realized that direction was going to be overly complicated. So I pivoted and created a sans serif instead. I wanted to challenge myself with a specific stylistic idea and design the letter forms within those parameters, all while not compromising functionality.

A quick note on classical letter proportions – they are heavily influenced by ancient Roman letter forms and have varied letter widths and volumes. Modern letter proportions are more uniform in width and volume.

Meet Curio Sans

The finished product is a clean, modern, all-caps sans serif font that is both functional and legible, while still having just the right amount of character. There is just something about seeing a typeface come together as a finished product that brings me a lot of joy and satisfaction.

Next up in part 3 of our rebranding blog series, we’ll talk about putting the brand mark and Curio Sans together to create a brand identity logo system.

Want to connect with your audience through a unique, memorable, and totally custom branded typeface? Schedule a call with us!

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