Introducing Lab Grotesque
S, D, L and other characters
Typefaces put things in perspective. Drawing type requires patience; the persistence to apply an idea to hundreds of characters, again and again. Thicker. Thinner. Steeper. Sharper. This process is complex, because it requires considering each individual character’s effect on the overall family, and at the same time observing the family’s effect on each individual character. It’s like a puzzle, where all pieces must fit together perfectly, no matter how you jumble them.
We’ve been thinking about a Stockholm Design Lab typeface for almost two decades. This gives us perspective. At the starting point we had in mind a typeface that would be uniquely ours, a typeface that would be reserved exclusively for our lab. Since 1998 we’ve worked hard to add value to the world by creating honest and long-lasting design, and we’d like to believe that our work has made a difference. That our effort and commitment as a small group has influenced the world around us.
Our laboratory is far from a sterile environment, and the changes in the world around us has naturally influenced our thinking and doing. We once considered owning our own assets the most important part of our brand, but we are happy to admit we’ve reconsidered. Just as it is equally important that the individual characters in a typeface must be strong and independent, they must also mix seamlessly with their context. Good design and true value is only created when influence flows both ways. Sharing our assets is what sets us apart, it’s the foundation for real change, it’s the possibility to make good design available to more people than ever before.
We are very proud to introduce Lab Grotesque (you’re reading it right now). A typeface designed by us, developed in close collaboration with Letters from Sweden and now available for anyone to purchase and use.
Corporate typography, 1998–2014
We have since 1998 designed notable typefaces for a wide range of brands and businesses. We consider typography to be a significant part of a visual identity, because it is identity embedded in the smallest parts; the letters with which the brand speaks. A good typeface becomes the personal handwriting of a brand – full of character and recognition.
Our assignments has over the years reached from global corporations to smaller businesses, below are a few selected typefaces we have designed.