Buick Custom Type Family

In 2022, Simon Fairweather at Leo Burnett contacted us to develop a custom type family for Buick, General Motors’ premium automotive brand. Geogrotesque Sharp was chosen as the typeface best suited to the brand. However, to meet all of Buick’s needs, a complementary text face was also required, since Sharp is slightly too angular for extended reading. We therefore turned to Camber, another of our typefaces, which shares a similar spirit with Geogrotesque but has a softer, less angular character. Both Geogrotesque and Camber share common origins, as well as a similar concept and structure. If not sisters, they could certainly be considered cousins. We then developed the new family as a whole, customising details in each typeface and dividing the styles into Headline and Text. The resulting font family gives Buick’s overall communication a modern and harmonious voice.