As with the human race, the very essence of present day typography shares the same genetic make-up as it’s early predecessors. Sure it has evolved into an array of differing shapes and sizes but visually nothing is a stones throw away from its very roots. The Type Génétique name is designed to reflect the very essence of this idea. With the core target market of designers and indeed typographers in mind, I believe the concept provides enough depth to satisfy them. In doing so you are perhaps in danger of excluding everyone else, this is not the case with the brand. This human link is something that everyone can relate to, creating an obvious metaphor for what is often perceived as a rather dry or boring subject.