Fernando Mello

Tee Party FS Pimlico shirt

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13 August 2013, 11:26

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Typecache just released a new series of T-shirts in partnership with Tee Party in Japan entitled ‘The Capitals’, and our lovely swashy capital ‘T’ from FS Pimlico was chosen for that letter in the series, which selects one interesting capital for each of the 26 letters of the alphabet. We just got hold of a couple of tees, they come in this nice and calm sandy tone and are extremely well produced.

Here you can see the whole series and here you can buy the shirt.

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ITV Rebrand goes live

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31 January 2013, 11:53

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Leading type design studio, Fontsmith, has confirmed its role as part of the ITV rebrand team. Fontsmith designed ITV Reem, the new bespoke corporate typeface, which is to be used throughout the network.

The new branding will bring much greater consistency to everything ITV does, all rooted in the positioning of a media brand at the heart of popular culture.

After being invited by ITV Creative and Rudd Studio, who were in the throws of conceptualising and invigorating the new ITV branding and logo, Fontsmith crafted, formulated and added the necessaries to bring Rudd’s logo to perfection.



This quickly lead to a brand wide supporting typeface. The new typeface, ITV Reem, has been designed to evoke this brand essence, and to work across a broad range of channels and content, from serious news programming to light entertainment. This will include all five ITV channels as well as online and on-demand products including ITV Player.

On collaborating, Matthew Rudd of Rudd Studio says “We’ve worked with Jason and Fontsmith for over 10 years and it’s always been great. Every time they make a real effort to get under the skin of a brief and produce something which supports the big idea. The ITV Reem typeface is of course beautifully executed and a pleasure for designers to work with.”




Its well reem!

Fontsmith’s challenge with ITV Reem was to develop a font that can work on its own to develop a coherent identity across all content and stand out without the use of the ITV logo.

To achieve this, the design approach was very specific. Fontsmith Creative Director Jason Smith explains: “It’s quite a detailed, wide design, influenced heavily by what we explored with the new ITV logo, which has a modern script feel and is quite wide. The typeface is based on that sort of proportion, almost with a calligraphic feel in the sense that when you take a pen off the page after writing, you get a rounded end terminal.”

Named after the expression “It’s well reem!” made famous by ITV show “The Only Way is Essex”, ITV Reem has been created as a four weight sans serif. The four weights are – Light/Light Italic, Regular/Italic, Medium/Italic and Bold/Bold Italic.














Fontsmith has built a reputation of being the go-to type design agency for the TV and broadcast industry. With commissions from E4, Channel 4, More 4, Film 4, ITV, BBC1, Kanal 5, Living TV, Sky 1, GOLD, Virgin Media, Sky News, and many more…

What makes Fontsmith so successful in this sector is the ability to understand exactly how a typeface behaves on-air and off-air, providing personality to its parent brand. As well as awakening the attributes of the brand, the font needs to back up on-air and off-air identities.

Jason tells us “A well-designed font becomes part of who you are. It tells your customers about you. The more they see it, the more they trust you. The more they see it, the more they remember you. A font can – and should – be as much a part of a brand as a colour, a sound or a celebrity’s face. Here at Fontsmith we have many years experience in creating typefaces that work with the most visible, best-known TV brands in Britain.”








Parenthesis 22

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30 May 2012, 11:38

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The Journal of the Fine Press Book Association, Parenthesis, has recently published its Spring 2012/22nd edition using two of our fonts: FS Sally for the body copy texts and FS Blake for the titles, headlines and sub-titles.

The edition was beautifully edited and designed by Sebastian Carter, and typeset by Charles Hall. Parenthesis is supplied to members of the Fine Press Book Association. Details, including subscription rates, can be obtained from or:

UK membership secretary: Kathy Whalen
36 Bow Street, Oldham OL1 1SJ, UK

North American membership secretary: Sean Donnelly
University of Tampa Press,
401 W Kennedy Blvd 19F, Tampa, FL33606, USA

Editorial and advertising address:
14 Magrath Avenue, Cambridge CB4 3AH, UK
01223 363669

Beauty in the making

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27 April 2012, 11:19

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Last night I went to the European première of Linotype: the Film at the Victoria House Basement in London and as part of the premiere there was also a superb exhibition — GF Smith’s and Monotype’s Beauty in the making. I really enjoyed the laid-back and well-humoured spirit of Doug Wilson’s film, and was equally amazed by the material from the exhibition, specially Eric Gill’s original drawings for Gill Sans and Gill Sans Kayo, from the first half of last century. The other thing that grabbed my attention was the exhibition stands, signage and labels: they were made mostly of piles of paper with their first sheet on top folded and revealing the information needed.

Today is the last day of the exhibition, so if you are reading this in London, don’t hesitate to go to Victoria House in Holborn to check it out!


Beauty in the making
Celebrating artistry in creative processes
23—27 April 2012
Victoria House Basement
Unit 6, 37-63 Southampton Row
London WC1B 4DA



Metal logotype

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12 March 2012, 18:01

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