Ryan Bugden
Type Designer · Co-founder · Founder
5 articles · Feb 2024 — Dec 2025
Articles & interviews
- Frontify presents: How Gretel and Philadelphia Art Museum navigated change
The Brand Identity · Dec 17, 2025
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 Explains Why Studios Create Custom Fonts
It's Nice That · Oct 23, 2025
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.
- New Branding for Philadelphia Art Museum by Gretel
BP&O · Oct 21, 2025
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.
- "R&M Revolutionizes Brand Design with Single-Concept Focus"
The Brand Identity · Jul 7, 2025 · Interview
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.
- New Branding for New York Botanical Garden by Wolff Olins
BP&O · Feb 22, 2024
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.