Bespoke typeface for føtex

føtext

Challenge

Written communication is a significant tool for companies in a world where demands for quick sender-receiver decoding increase year by year. This too was the case for the Danish supermarket giant føtex, that up to 2020 had been using two different generic typefaces.

Client

Playtype

Bespoke typeface for føtex

Deliverables

Production

Design guidelines

Logo design

Visual identity

Tonality

Brand architecture

Project

føtex

Solution

The "føtext" typeface was based on the details of the f ø t e x letters of the føtex logo dating back to the 1960s. The fundamental project aim was to amplify føtex as sender in design and marketing materials and to give the føtex brand a more personal and bespoke expression in all written communication.

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"The most crucial design task was to locate the characteristic details from the f ø t e x letters and convert them into a functional and legible font that also resembled the føtex tone of voice."

William Ferngard

Designer, WDP