Jesse Reed
Co-Founder
In their own words
Typography functions as core infrastructure, a device and a tool that helps them to do their jobs properly.
We approached the process very delicately.
We struck a balance between form and function.
Moodboards result in visual derivatives.
Listen first, have good bedside manner, and take the blame, even if it’s not (entirely) your fault.
We love the distribution of information just as much as the design itself.
Articles & interviews5
- Elizabeth Goodspeed Explains Why Studios Create Custom Fonts
Elizabeth Goodspeed explores the growing trend of design studios creating their own custom typefaces as part of brand identity systems. The article examines how typography has evolved from a supporting role to a central brand asset, citing examples from studios like Koto, Order, and R&M. It argues that custom fonts offer brands originality, flexibility, and stronger visual ownership in an increasingly crowded design landscape.
- Order and Herman Miller Revitalize Legacy Design with Frontify
The article details how design studio Order collaborated with Herman Miller to refresh the brand’s identity after 25 years, using Frontify as a brand management platform. Through archival research and careful restraint, the team modernized the system while preserving the iconic Irving Harper ‘M’ symbol, introducing the Söhne typeface and an expanded color palette. The result is a refreshed yet familiar identity that honors Herman Miller’s design legacy and supports its global retail expansion.