Right: Swedish agency Bedow used Atlas Grotesk extensively in this packaging for skincare company iNature. See www.bedow.se for more
Published by Commercial Type in 2012, Atlas Grotesk is, according to the foundry, a “clean and fresh sans-serif with relatively long ascenders but short descenders”. This adds up to a legible, comfortable typeface for body text – even when set with tight leading. The aesthetic, so says Commercial Type, was inspired in large part by the sans-serifs of the 1950s, specifically Dick Dooijes’s Mercator, released by the Amsterdam Type Foundry in 1957. With vertical proportions in common with American Gothic, the typeface sets more like Trade Gothic or Franklin Gothic than like Neue Haas Grotesk or Univers.
Images courtesy of Bedow (www.bedow.se).
Kai Bernau, Susana Carvalho and Christian Schwartz, 2012
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