The article by Poppy Thaxter highlights five serif typefaces—Domaine, GT Alpina, Panama, ABC Gaisyr, and ABC Arizona—that have made a strong impression across recent brand identity projects. It showcases how various studios have applied these fonts in branding for clients across art, hospitality, technology, and culture sectors. The piece emphasizes the expressive and enduring qualities of serif typography in contemporary design.
Zware JongensThe Office of Ordinary ThingsAthleticsHardysBalthazareditorial
Hong Kong-based studio Oddity created a refreshed identity for The Old Man, a celebrated cocktail bar inspired by Ernest Hemingway. The design draws on themes of ageing and literary storytelling, featuring a variable logomark shaped by the bar’s counter and a typewriter-inspired typographic system. The project merges analogue imperfection with digital precision to celebrate the bar’s heritage and atmosphere.
