Typefaces for Asahi Super Dry
A typeface built around the Japanese idea of sharpness
Christian Schwartz and Paul Barnes, working with Nippon Design Center, designed ASD Display for Asahi Super Dry in 2019. The crisp-edged sans serif draws on the Japanese concept of 'kire' (sharpness) and is used globally across advertising and packaging. A customised version of Atlas Grotesk with an enlarged x-height serves as a secondary utility typeface, while condensed lettering for cans and labels was derived from ASD Display.
Set in ASD Display, Atlas Grotesk
Insights
- ASD Display was conceptually grounded in 'kire', a Japanese aesthetic principle of sharpness.
- Atlas Grotesk was modified by increasing its x-height to serve as a utility companion typeface.
- The titling typeface served as the direct starting point for the condensed can and label lettering.
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