Renowned UK type foundry G-Type have launched a sleek & stylish new website which also includes an extensive new release, the Didone styled Saltaire. To celebrate these landmarks all fonts and licences at g-type.com will be half price for a limited time.
The new site was developed by the Bath based agency Our Name Is Mud with creative direction from G-Type. Mud were pushed hard to design a typographically engaging framework for displaying and interacting with the type, not to mention the impressive portfolio of custom typefaces & bespoke logotypes the foundry has produced.
“Building a new website for a type foundry was a bucket list project for us”, says Mud’s creative director Matt Powell. “The process was brilliantly collaborative, and the wonderful visual assets provided by G-Type allowed us to create something both visually striking and functionally satisfying. We knew we wanted to create a strong visual hook around the G letterforms in their typefaces. From here the idea for the homepage hero device was born, and some elegant morphing transitions allowed us to showcase the range and variety of typefaces they produce. Overall we’re thrilled with the end product, and are thankful to the G-Type team for their trust and input during the process.”
Seven years on from the previous incarnation the new g-type.com site utilises the responsive, full width layout to push the type front and centre, with sharp and scalable SVG type specimens replacing PNGs to display the fonts. The full e-commerce site also includes more intuitive tools to test-drive the fonts, play with OpenType features and inspect glyph palettes.
Type lovers and the design community at large will appreciate the simplified and more user-friendly browsing experience, not to mention the addition of online ePub licensing to complement existing desktop, web and app options at checkout.
G-Type founder Nick Cooke is delighted with the end result: “We are very proud and excited to unveil the all-new G-Type website for all type lovers and aficionados out there. Completely redesigned from the bottom up, the site features all the favourite G-Type retail fonts and a gorgeous new Didone family Saltaire. Custom Typeface and Logo sections demonstrate the versatility and eye for detail for which G-Type are renowned, while the Blog features many case studies. Oh, and in case you’re wondering about the super-legible text and headings throughout the site, it’s our own Houschka Alt Pro! Enjoy.”
