Type Designer · Co-Founder
Uncommon Creative Studio created a mould-inspired identity and campaign for Offf Barcelona 2026 titled 'Cultured'. The project used biological traces collected from creatives to grow mould that informed the campaign’s textures, typefaces, and motion design. The result celebrates community, creativity, and the organic nature of culture itself.
The Brand Identity’s feature, presented by Frontify, explores Gretel’s rebrand of the Philadelphia Art Museum. The project modernises the institution’s identity while embracing Philadelphia’s vernacular culture, culminating in a redrawn griffin logo and custom Fairmount Serif typeface. The collaboration highlights strategic alignment, cultural immersion, and a shared ambition to make the museum more accessible and locally resonant.
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.
BP&O’s Emily Gosling reviews Gretel’s new identity for the Philadelphia Museum of Art, which reimagines institutional branding through a multi-typeface system and city-inspired design language. The project includes a custom typeface, Fairmount Serif, developed with Ryan Bugden, and revives the museum’s historic Griffin emblem. The rebrand positions the museum as open, inclusive, and deeply connected to Philadelphia’s cultural fabric.
The Brand Identity interviews Brooklyn-based studio R&M, founded by Ryan Bugden and Michelle Ando, about their systematic approach to branding. The duo discusses how they build entire identity systems around a single concept, often expressed through custom typefaces and variable font technology. They reflect on projects for clients like Oncept, Getaway, and Kato Sake Works, emphasizing conceptual clarity, cultural sensitivity, and close client collaboration.
BP&O features Wolff Olins’ new branding for the New York Botanical Garden, a vibrant and flexible identity that balances Bronx boldness with organic lushness. The rebrand introduces a bespoke typeface, NYBG Gothic, and a bold color palette inspired by the garden’s diverse landscapes. The project reflects NYBG’s renewed global mission under new leadership and positions it as both a cultural and environmental leader.