At some point, it seemed like every significant brand redesign didn’t just get a new logo or workdmarkâthey also got a proprietary typeface. Netflix got Netflix Sans, Dunkin’ runs on Dunkin’ Sans, and Burger King grills it up with Flame Sans.
If youâre in the business of branding, and agencies have fast become the new type foundries, in all but name only, shouldn’t they just start a type house themselves?
Well, thatâs just what New York Cityâs The Working Assembly (TWA) has done. Last week, the agency announced that it would be launching Work Type, and the sister studio will focus on the development of bespoke and distinct pieces of typography.
