Corporate Typeface for Fielmann
Four decades of Futura, one custom successor
Optical retailer Fielmann, had used Futura for roughly four decades before seeking a brand update. TypeMates, working with art director Sina Brinkmann, developed Fielmann Sans as a custom derivative of Futura adapted for digital interfaces and small-size readability. The project addressed four areas: screen legibility, tidying eccentricities that had accumulated across Futura weights and styles, OpenType automation to reduce style-guide workarounds, and preservation of Renner's geometric core.
Set in Fielmann Sans
Insights
- The studio increased x-height and adjusted individual characters to improve readability at small sizes on screen-based tools (foundry claim).
- Eccentricities that had accumulated across Futura weights and styles were harmonised to meet Fielmann's focus on clarity and consistency.
- OpenType features were built in to handle typographic details automatically, replacing most manual style-guide restrictions.
Related articles
1 / 6Swipe
Keep exploring
Related cases
