Custom Typeface for Semrush
Geometric rigour softened by humanist letterform details
Factor A Semrush is a geometric grotesque customised exclusively for Semrush in 2020 and not publicly available. It draws on early-20th-century sans-serif traditions while introducing warmth through a double-storey 'a' and a somewhat classic 't'. The design features equal cap and ascender heights, low contrast, and a mix of rounded and sharp forms. A set of alternates based on a hand-drawn loop concept is intended for use in titles and logos.
Set in Factor A Semrush
Insights
- Cap height and ascender height are equalised, a stated structural feature of the design.
- The hand-drawn loop alternate system provides a distinct layer of expressive variation within the geometric grotesque framework.
- Warmth is introduced through specific letterform choices—double-storey 'a' and somewhat classic 't'—within an otherwise cold geometric style.
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