Fidel Peña
Founder
About
Fidel Peña is a founder of Underline.
SourceFounded
In their own words
We knew we needed a typeface that had an approachable personality but that it was also beautifully built.
TO Live hosts an extraordinary range of live performances.
Hence, National Condensed needed to be paired with a more serious typeface to balance its personality.
When the dot in the ‘i’ jumps and then expands into a symbol, it communicates what they do and who they are.
Articles & interviews2
- Underline Studio Creates Bold TO Live Identity Celebrating Diverse Voices
Toronto-based Underline Studio created a comprehensive identity for TO Live, the city-wide agency operating three civic theatres. Driven by the idea of “Making Space,” the work uses theatrical applications of Swiss graphic principles, a National Condensed and Untitled Serif type pairing, and an animated dot device to represent the organisation's diverse performances and voices.
- Underline Studio
The Brand Identity interviews Toronto-based Underline Studio, founded by Fidel Peña and Claire Dawson, discussing their philosophy of simplicity, collaboration, and intelligent design. They reflect on projects for clients like Google, YouTube, and the University of Toronto, including the Art Museum identity and Scarborough Town Centre rebrand. The conversation highlights their focus on clarity, custom typography, and meaningful creative partnerships.