Fontsmith chooses Thompson Brand Partners to help launch a new typeface and celebrate 10 Years in Type


London-based Fontsmith, has appointed Thompson Brand Partners to develop a marketing campaign for a new typeface that is due to launch in this month. The launch will also be the start of a larger campaign to celebrate Fontsmith’s last 10 years as a leading type designer.

Details of the new font have not yet been released, but we can confirm that it will be called FS Pimlico. Designed by Fernando Mello the font is described as a powerful sans serif designed to solve difficult typographic problems, available in a range of weights and styles.

Over the last 10 years, Fontsmith has become established as one of the leading international type design studios designing typefaces, fonts, logos and logotypes for a range of clients including UEFA Champions League, BBC, Channel 4 and Telefonica. The studio, led by Jason Smith, consists of a team dedicated to designing and developing high quality typefaces for independent release as well as bespoke fonts for international clients. The Fontsmith library includes such modern greats as FS Lola, FS Me, FS Albert, FS Sally and FS Joey.

The 10 Years in Type campaign will celebrate Fontsmith’s greatest achievements so far. For each, the compelling story of how the project came about, the inspiration and how each was taken through to completion will be told in the words of the individual designers involved in each. The campaign is due to break after the launch of FS Pimlico.

Founder Jason Smith is delighted with the progress made: “The last 10 years have been phenomenal for Fontsmith and we felt it was the right time to celebrate our achievements and share for the first time the inside stories of how each came about. Working with Thompson has been great. They are like-minded souls, type fanatics and get the way we think.

Ian Thompson, Creative Director of Thompson Brand Partners, is thoroughly enjoying the relationship: “We have been customers of Fontsmith for years and love what they do, so the opportunity to work with Jason and his team has been a bit of a dream for us. There have been so many highlights over the last 10 years, our biggest challenge has been deciding what to include and what to leave out.”

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