Founders Grotesk in use — 14 cases

The Brand Identity · May 27, 2026

Watson created a New York-inspired brand identity for The Florian, a Gramercy Park residence, drawing on the typographic legacy of Milton Glaser and Herb Lubalin. The identity centers on a swashed serif wordmark complemented by a fleuron symbol, a deep green and cream palette, and photography by Ryan Neeven. The project blends historical references with modern sensibility to reflect the neighborhood’s enduring character.

The Brand Identity · May 13, 2026

The Brand Identity’s feature, presented by Frontify, explores BUCK’s 10-week collaboration with Eventbrite to reimagine the event platform’s brand identity. The rebrand, centered on the concept of connection and discovery, introduced a new logo system called 'The Path,' expressive motion and illustration systems, and a refreshed color and type framework. The partnership emphasized in-person collaboration and emotional storytelling to reinvigorate Eventbrite’s perception beyond ticketing.

BP&O · Feb 24, 2026

BP&O features SMLXL’s branding for HotDog, a petcare brand that blends humor, fashion editorial aesthetics, and meme culture. The identity uses Founders Grotesk, witty illustration, and a clever black-and-white logo depicting two dogs to create a playful yet sophisticated visual world. The project demonstrates how to balance fun and beauty in branding without pretension.