Make Your Brand Unmistakable

Elevate your brand with a custom-designed proprietary font that’s uniquely yours—no more annual license fees, no more limits.

A custom font gives your corporation a distinct visual identity, strengthens brand recognition, and ensures consistency across all platforms and communications.

Unlike generic typefaces, your exclusive font can be tailored to reflect your company’s values, personality, and tone. Plus, owning your font means full control, long-term cost savings, and freedom from usage restrictions—giving your brand a timeless asset you won’t have to keep renting.

Below are just two examples of world famous brands expanding on their brand attributes thru their custom fonts.

Harley Davidson

2023 REIGNS IN THE 120TH ANNIVERSARY OF THE HARLEY-DAVIDSON MOTORCYCLE COMPANY. AND TO CELEBRATE, WE DEVELOPED A FULL FAMILY OF CUSTOM FONTS FOR THE BRAND, FOUNDED IN 1903, OUT OF A SMALL SHED IN MILWAUKEE, WISCONSIN.

The three Davidson brothers and William Harley’s fascination with self-powered vehicles led them to the railroad yards, the machine shops, and the foundries of industrial Milwaukee. Barely in their twenties, they created the mechanical ancestor of today’s Harlev-Davidson motorcycle. We began with a family of two san serif, two compressed and two serif, each with a regular and bold member.

Jack Daniels.

A CUSTOM SERIES OF FONTS VIA ARNOLD FOR JACK DANIEL'S DISTILLERY. FOR THE PROJECT, THE FOUR PROMINENT LETTERING STYLES FROM THE FAMOUS BLACK LABEL (C.1904) WERE DEVELOPED INTO COMPLETE FONTS.

Top and center is the Jasper font, based on the familiar Jack Daniel's logo lettering (and bearing Jack Daniel's given first name).

The real visual centerpiece, though, is the refined yet approachable Lynchburg Script, based on the Tennessee lettering in the label. Rounding out the set is the solid, industrious typeface named for Lem Motlow, the nephew of Jack Daniel who managed and later inherited the Distillery. Rounding out the set is slightly distressed san-serif called Jack Daniels Condensed Bold.

For Jack Daniel’s, the leading brand of American whiskey worldwide, our design team was first hired to research the origins of the typography used in the early days of the company: Jack Daniel's Distillery.

This exploration, going back to 1875, took several weeks, during which we were able to compile historic data and visual references into a report which we then presented to the client. Following this research, we were tasked with creating a suite of typefaces, each selected from the most prominent wording in the iconic 1904 Jack Daniel's "Black Label."

The four designs we created were specifically based on the condensed "Jack Daniel’s” wordmark; the dignified upright script used in the word “Tennessee"; and the robust, no-nonsense serif lettering used in “Whiskey.” We developed all three styles concurrently (as opposed to successively) in iterative phases so they could be tested together in advertising materials. As the most ornate and technically challenging of the three, the script style, named "Lynchburg Script" received extra attention during development in order ensure that it would function properly as a linking cursive script.

Once completed, the four fonts were formally deployed as version 1.0; and in intervening years, the fonts have been expanded and updated to include language support for new territories around the world.