Dax (typeface)
Encyclopedia
FF Dax is a humanist sans-serif
typeface
designed by Hans Reichel
, published by FontFont library. The typeface is popular in advertising and in marketing. Other designs, Barmeno and Sari, more bulbous cousins of FF Dax with curvier ends, have also been designed by Reichel.
The UPS Sans typeface, used in most of United Parcel Service
branding since 2005, is a modified version of FF Dax. W.M. Morrison
, the British
supermarket chain uses FF Dax on most in-store promotional material, hanging product location signs, and points of interest around the store - such as special offers and two-for-one deals.
In 2005 Hans Reichel reworked FF Dax into a cleaner, more mature text face called FF Daxline.
The typeface was adopted in the United Kingdom
by David Cameron
in 2005 as part of the branding for his campaign for leadership of the Conservative Party
. After Cameron was elected, the party was immediately rebranded in the style of the Cameron campaign, and Dax was used for a new version of the party logo and across all its subsequent advertising, leaflets and website, until being replaced by Lucida Sans in October 2006.
FF Dax is also used in the branding of the New Democratic Party
of Canada
, the Matterhorn Gotthard Bahn of Switzerland
and the Norwegian Progress Party
.
FF Dax is also used by the New Scientist
magazine as its main header text for their publications, banners and ads.
Banks in Canada (Bank of Montreal
) and the Philippines (Bank of The Philippine Islands
) use FF Dax for marketing and publications.
FF Dax is additionally used in the TV sitcom How I Met Your Mother
for the title.
Air Malta
adopted the typeface for their new logo.
Virgin Mobile
also used the typeface for some parts of their logo.
Sans-serif
In typography, a sans-serif, sans serif or san serif typeface is one that does not have the small projecting features called "serifs" at the end of strokes. The term comes from the French word sans, meaning "without"....
typeface
Typeface
In typography, a typeface is the artistic representation or interpretation of characters; it is the way the type looks. Each type is designed and there are thousands of different typefaces in existence, with new ones being developed constantly....
designed by Hans Reichel
Hans Reichel
Hans Reichel was a German improvisational guitarist, experimental luthier, inventor, and type designer.-Career:...
, published by FontFont library. The typeface is popular in advertising and in marketing. Other designs, Barmeno and Sari, more bulbous cousins of FF Dax with curvier ends, have also been designed by Reichel.
The UPS Sans typeface, used in most of United Parcel Service
United Parcel Service
United Parcel Service, Inc. , typically referred to by the acronym UPS, is a package delivery company. Headquartered in Sandy Springs, Georgia, United States, UPS delivers more than 15 million packages a day to 6.1 million customers in more than 220 countries and territories around the...
branding since 2005, is a modified version of FF Dax. W.M. Morrison
Morrisons
Wm Morrison Supermarkets plc is the fourth largest chain of supermarkets in the United Kingdom, headquartered in Bradford, West Yorkshire, England. The company is usually referred to and is branded as Morrisons formerly Morrison's, and it is part of the FTSE 100 Index of companies...
, the British
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
supermarket chain uses FF Dax on most in-store promotional material, hanging product location signs, and points of interest around the store - such as special offers and two-for-one deals.
In 2005 Hans Reichel reworked FF Dax into a cleaner, more mature text face called FF Daxline.
Adoption
FF Dax is widely adopted in several advertising materials, it is also used as a branding font by a few organisations and companies.The typeface was adopted in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
by David Cameron
David Cameron
David William Donald Cameron is the current Prime Minister of the United Kingdom, First Lord of the Treasury, Minister for the Civil Service and Leader of the Conservative Party. Cameron represents Witney as its Member of Parliament ....
in 2005 as part of the branding for his campaign for leadership of the Conservative Party
Conservative Party (UK)
The Conservative Party, formally the Conservative and Unionist Party, is a centre-right political party in the United Kingdom that adheres to the philosophies of conservatism and British unionism. It is the largest political party in the UK, and is currently the largest single party in the House...
. After Cameron was elected, the party was immediately rebranded in the style of the Cameron campaign, and Dax was used for a new version of the party logo and across all its subsequent advertising, leaflets and website, until being replaced by Lucida Sans in October 2006.
FF Dax is also used in the branding of the New Democratic Party
New Democratic Party
The New Democratic Party , commonly referred to as the NDP, is a federal social-democratic political party in Canada. The interim leader of the NDP is Nycole Turmel who was appointed to the position due to the illness of Jack Layton, who died on August 22, 2011. The provincial wings of the NDP in...
of Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, the Matterhorn Gotthard Bahn of Switzerland
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
and the Norwegian Progress Party
Progress Party (Norway)
The Progress Party is a political party in Norway which identifies as conservative liberal and libertarian. The media has described it as conservative and right-wing populist...
.
FF Dax is also used by the New Scientist
New Scientist
New Scientist is a weekly non-peer-reviewed English-language international science magazine, which since 1996 has also run a website, covering recent developments in science and technology for a general audience. Founded in 1956, it is published by Reed Business Information Ltd, a subsidiary of...
magazine as its main header text for their publications, banners and ads.
Banks in Canada (Bank of Montreal
Bank of Montreal
The Bank of Montreal , , or BMO Financial Group, is the fourth largest bank in Canada by deposits. The Bank of Montreal was founded on June 23, 1817 by John Richardson and eight merchants in a rented house in Montreal, Quebec. On May 19, 1817 the Articles of Association were adopted, making it...
) and the Philippines (Bank of The Philippine Islands
Bank of the Philippine Islands
Bank of the Philippine Islands is the oldest bank in the Philippines still in operation and is the country's third largest bank in terms of assets, the country's largest bank in terms of market capitalization, and the country's most profitable bank...
) use FF Dax for marketing and publications.
FF Dax is additionally used in the TV sitcom How I Met Your Mother
How I Met Your Mother
How I Met Your Mother is an American sitcom that premiered on CBS on September 19, 2005, created by Craig Thomas and Carter Bays.As a framing device, the main character, Ted Mosby with narration by Bob Saget, in the year 2030 recounts to his son and daughter the events that led to his meeting...
for the title.
Air Malta
Air Malta
Air Malta plc is the national airline of Malta, headquartered in Luqa. It operates services to 36 destinations in Europe, Middle East and North Africa. The airline's hub and base is at Malta International Airport.- History :...
adopted the typeface for their new logo.
Virgin Mobile
Virgin Mobile
Virgin Mobile is a brand used by many mobile phone service providers across the globe; its headquarters are based in the United Kingdom. Virgin Mobile has local operations in Australia, Canada, France, India, South Africa, Greece, United Kingdom and the United States. It briefly also had operations...
also used the typeface for some parts of their logo.