FF Dax is a humanist sans-serif

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 thousands ...

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

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

, 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 shipping & receiving and supply chain management company founded in 1907. Originally known as the American Messenger Company specializing in telegraphs, UPS has grown t ...

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 European mainland, continental mainland. It comprises England, Scotlan ...

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. 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 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: * * * * * * * * * * * * ...

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 tota ...

, 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- ...

of Switzerland, 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 Marxist and socialist political party in Belgium. It is one of the few Belgian parties that is a fully national party, ...

and the Norwegian Progress Party. 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 publish ...

'' 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. 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 ...

'' 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, 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 ...

, 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 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 o ...

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 televisio ...

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