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2017

baasic typeface for aad

Company Signal Type Foundry
Client aad
  • Silver
    7 Design: Craft - Typography
Designer
Max Phillips,
Other, Design direction
Scott Burnett
Other, Notebook design
aad
Designer
Max Phillips,
Other, Design direction
Scott Burnett
Other, Notebook design
aad

A single-weight proprietary typeface for aad, baasic was intended as a plain, hardworking grotesque: an unornamented tool for clear communication. Sources include early 20th century jobbing sanses like Morris Benton’s News Gothic and an unrealized typewriter face Josef Müller-Brockmann designed for Olivetti, which had unusually deep junctures that added energy to letters like m and n. Lightweight and monoline, baasic has large counters, a generous x-height, and an open aperture. Semi-oldstyle figures support readability in small sizes. Stencil cuts were added to produce a new studio logotype.
(Notebook design by aad.)

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