FF Dax is a humanist

sans-serif In typography and lettering, a sans-serif, sans serif, gothic, or simply sans letterform is one that does not have extending features called "serifs" at the end of strokes. Sans-serif typefaces tend to have less stroke width variation than seri ...

typeface A typeface (or font family) is the design of lettering that can include variations in size, weight (e.g. bold), slope (e.g. italic), width (e.g. condensed), and so on. Each of these variations of the typeface is a font. There are list of type ...

Hans Reichel Hans Reichel (10 May 1949 – 22 November 2011) was a German improvisational guitarist, experimental luthier, inventor, and type designer. Career Reichel was born in Hagen, Germany. He began to teach himself violin at age seven, playing in the s ...

, published by

FontFont FontShop International was an international manufacturer of digital typefaces (fonts), based in Berlin. It was one of the largest digital Type foundry, type foundries. The ''FontFont'' library of fonts contains designs by 160 type designers, amon ...

library. The typeface is popular in advertising and in marketing. It is a "spurless" sans-serif, similar to typefaces like

Semplicità Semplicità is a sans-serif typeface of the geometric style. It was published by the Nebiolo type foundry of Turin, Italy from around 1928. Semplicità, named for the Italian for "simplicity", is an example of the new wave of "geometric" sans-s ...

and some characters in

Gill Sans Gill Sans is a humanist sans-serif typeface designed by Eric Gill and released by the British branch of Monotype from 1928 onwards. Gill Sans is based on Edward Johnston's 1916 "Underground Alphabet", the corporate font of London Underground. ...

, where strokes end without terminals. This gives it a modernist, abstract feeling, detached from handwriting principles. Other designs, Barmeno and Sari, more bulbous cousins of FF Dax, have also been designed by Reichel. In 2005 Hans Reichel reworked FF Dax into a cleaner, more mature text face called FF Daxline & FF Daxline Office Pro.

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 UPS Sans typeface, used in most of

United Parcel Service United Parcel Service (UPS, stylized as ups) is an American multinational corporation, multinational package delivery, shipping & receiving and supply chain management company founded in 1907. Originally known as the American Messenger Company ...

branding since 2005, is a modified version of FF Dax. Wm Morrison, the

British British may refer to: Peoples, culture, and language * British people, nationals or natives of the United Kingdom, British Overseas Territories, and Crown Dependencies. ** Britishness, the British identity and common culture * British English, ...

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. The typeface was adopted in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

David Cameron David William Donald Cameron (born 9 October 1966) is a British former politician who served as Prime Minister of the United Kingdom from 2010 to 2016 and Leader of the Conservative Party from 2005 to 2016. He previously served as Leader o ...

in 2005 as part of the branding for his campaign for leadership of the

Conservative Party The Conservative Party is a name used by many political parties around the world. These political parties are generally right-wing though their exact ideologies can range from center-right to far-right. Political parties called The Conservative P ...

. 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 Lucida (pronunciation: ) is an extended family of related typefaces designed by Charles Bigelow and Kris Holmes and released from 1984 onwards. The family is intended to be extremely legible when printed at small size or displayed on a low-resol ...

in October 2006. FF Dax is also used in the brandgang of the

New Democratic Party The New Democratic Party (NDP; french: Nouveau Parti démocratique, NPD) is a federal political party in Canada. Widely described as social democratic,The party is widely described as social democratic: * * * * * * * * * * * * t ...

Canada Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...

, the

Matterhorn Gotthard Bahn The Matterhorn Gotthard Bahn is a narrow gauge railway line and a railway company (Matterhorn Gotthard Bahn AG, MGB) in Switzerland. The track width is . It was created in 2003 through an amalgamation of Furka Oberalp Bahn (FO) and BVZ Zermatt-B ...

Switzerland ). Swiss law does not designate a ''capital'' as such, but the federal parliament and government are installed in Bern, while other federal institutions, such as the federal courts, are in other cities (Bellinzona, Lausanne, Luzern, Neuchâtel ...

, the

Workers' Party of Belgium The Workers' Party of Belgium (french: Parti du Travail de Belgique, PTB; nl, Partij van de Arbeid van België, PVDA; ) is a Marxism, Marxist and Socialism, socialist political parties in Belgium, political party in Belgium. It is one of the few ...

and the

Norwegian Progress Party The Progress Party ( nb, Fremskrittspartiet; nn, Framstegspartiet; se, Ovddádusbellodat), commonly abbreviated as FrP, is a right-wing political party in Norway. The FrP has traditionally self-identified as classical-liberal and as a liberta ...

. FF Dax is also used by the ''

New Scientist ''New Scientist'' is a magazine covering all aspects of science and technology. Based in London, it publishes weekly English-language editions in the United Kingdom, the United States and Australia. An editorially separate organisation publishe ...

'' magazine as its main header text for their publications, banners and ads. Banks in Canada (

Bank of Montreal The Bank of Montreal (BMO; french: Banque de Montréal, link=no) is a Canadian multinational investment bank and financial services company. The bank was founded in Montreal, Quebec, in 1817 as Montreal Bank; while its head office remains in ...

) and the Philippines (

Bank of the Philippine Islands Bank of the Philippine Islands ( fil, Bangko ng Kapuluang Pilipinas, es, Banco de las Islas Filipinas, commonly known as BPI; ) is a universal bank in the Philippines. It is the first bank in both the Philippines and Southeast Asia. It is t ...

) use FF Dax for marketing and publications. FF Dax is used on the brand identity of

Panadol Paracetamol, also known as acetaminophen, is a medication used to treat fever and mild to moderate pain. Common brand names include Tylenol and Panadol. At a standard dose, paracetamol only slightly decreases body temperature; it is inferio ...

. FF Dax is additionally used in the TV sitcom ''

How I Met Your Mother ''How I Met Your Mother'' (often abbreviated as ''HIMYM'') is an American sitcom, created by Craig Thomas and Carter Bays for CBS. The series, which aired from September 19, 2005 to March 31, 2014, follows the main character, Ted Mosby, and his ...

'' for the title.

Air Malta Air Malta plc (stylized as airmalta) is the flag carrier airline of Malta, with its headquarters in Luqa and its hub at Malta International Airport. It operates services to destinations in Europe, the Middle East and North Africa. History ...

adopted the typeface for their new logo.

Air Astana Air Astana ( kk, Эйр Астана, translit=Eir Astana; russian: Эйр Астана́, translit=) is an airline group based in Almaty, Kazakhstan. It operates scheduled international and domestic services on 64 routes from its main hub, Alma ...

also used this font for their rebranded logo in 2015

Virgin Mobile Virgin Mobile is a wireless communications brand used by seven independent brand-licensees worldwide. Virgin Mobile branded wireless communications services are available in the United Kingdom, Ireland, Canada, Colombia, Chile, Kuwait, Saudi Ara ...

also used the typeface for some parts of their logo.

Interpipe Interpipe Group, or simply Interpipe, is a Ukrainian industrial company, a global producer of steel pipes and railway wheels. Interpipe headquarters and production facilities are located in Nikopol, Ukraine. The network of sales offices covers th ...

, Ukrainian pipe and railway wheel manufacturer, also used the typeface for parts of their logo and all communication materials.

NuBank Nubank is a Brazilian neobank and the largest fintech bank in Latin America. Its headquarters are located in São Paulo, Brazil. The company also has engineering offices in Berlin, Germany, Buenos Aires, Argentina, and an office in Mexico City, Me ...

, Brazilian startup credit card bank, also used it for part of their logo and whole typeface of their website, cards and advertising. Turkish bank

VakıfBank VakıfBank is the second largest bank in Turkey in terms of asset size, established with an initial capital of TL 50 million on January 11, 1954 and later started operating on April 13, 1954. Abdi Serdar Üstünsalih has been selected as the CEO ...

use FF Dax Medium Italic for their logo. FF Dax is also the corporate typeface of

Middlesex University Middlesex University London (legally Middlesex University and abbreviated MDX) is a public research university in Hendon, northwest London, England. The name of the university is taken from its location within the historic county boundaries ...

and is used in its logo, in its publications and on its website. FF Dax is also the corporate typeface of Finnish transportation company,

VR Group VR-Group Plc ( fi, VR-Yhtymä Oyj, sv, VR-Group Abp), commonly known as VR, is a government-owned railway company in Finland. VR's most important function is the operation of Finland's passenger rail services with 250 long-distance and 800 co ...

and is used in its publications and on its website. FF Dax was also used by argentine TV station

Telefe Telefe (acronym for Televisión Federal) is a television station located in Buenos Aires, Argentina. The station is owned and operated by Paramount Global through Televisión Federal S.A. Telefe is also one of Argentina's six national television ...

and all its affiliates between 2001 and 2002 as the corporate font.

References

{{reflist, 30em

External links

Hans Reichel's websiteFontFont: FF Dax fontsIntroduction of FF Daxline
Humanist sans-serif typefaces FontShop typefaces Typefaces and fonts introduced in 1995

Adoption

See also

References

External links