System 3 is the name of a line of art supplies by Daler-Rowley including acrylic colours, brushes and paper pads.
The font used for the logo is Charme, designed by Helmut Matheis in 1957. Matheis just turned 100. Learn more about this German typeface designer, calligrapher and lettering artist on the Fust & Friends website. To celebrate the centenary, a digitization of one of his typefaces, Presto, is made available for free.