ITV Rebrand goes live

Posted by

31 January 2013, 11:53

Comments (1)



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.”








TG4 rebrand…

Posted by

13 September 2012, 14:16

Comments (0)


Ireland’s immensely popular and much loved Irish speaking TV channel TG4 has launched a brand new visual identity courtesy of London-based design teams Rudd Studio, Pete&Tom and Fontsmith.

Fontsmith adjusted aspects of the existing TG4 logo and created a brand new typeface featuring characteristics of traditional Irish fonts.

For more info see –


Metal logotype

Posted by

12 March 2012, 18:01

Comments (0)



The Kerning Game – What’s it all about and is it really kerning?

Posted by

14 October 2011, 12:57

Comments (0)


The chances are that you may well of seen this jolly little website turn-up in your inbox or in your twitter/FB stream over past week or so –

The kerning game basically offers designers, as well as all round type enthusiasts a chance to kick back for five minutes, push a few letters around within a set space and try to re-create the often ‘subjective’ letter spacing decisions of some industry standard typefaces. Essentially in my opinion, and this will no doubt sound incredibly pedantic, but this is not what I refer to as ‘kerning’. This is the ‘letter-spacing’ or ‘letter-fitting’ game! Which admittedly doesn’t have such a good ring to it. In my view the term ‘kerning’ refers to specific grouping’s of letters, more often referred to as ‘kerning-pairs’ and at the most kerning-pair balancing which is when two pairs are balanced across three letters e.g ‘AV’(pair) is then balanced with ‘AVA’ to ensure an accurate distribution of space on either side of the two pairs. So the pair ‘AV’ and ‘VA’ becomes balanced as a whole as two pairs in ‘AVA’ I’m probably not explaining myself very well here but there it is. I’m writing to say no! You are not ‘Kerning’ you are ‘Spacing’.

Astonishingly at the time of writing this, 69,000 people have FB liked it and 30,000 people have tweeted it. So it’s a relative hit and not to be down on it, I think irrespective of what you call it, it’s a brilliant educational tool with a bit of fun thrown in!

Anyhow, we are all looking forward to the Kerning game 2.0 in the Fontsmith studio, which will hopefully have some exuberant typefaces thrown in to mix-it all up and keep us on our toes. For the record I have been designing typefaces everyday for past 9 years and my score was 91/100. Damn you Gotham!


Twitter – @philgarnham


New York Live Arts

Posted by

11 July 2011, 15:40

Comments (0)


Fontsmith has helped to create the Logo for Bill T. Jones and Arnie Zane’s Dance company. The identity created by London based NextBigThing, was tweaked and crafted to work over a wide range of media and legibility at various sizes. Getting this kind of logo to work well and balance is really important in creating a harmonious relation ship with all the graphics and uses that a Theatre group demands. At Fontsmith we did our fiddling to get the logo mark looking ballet brilliant.



3 pages:123