Census is about data, an operational analytics platform that syncs warehouse data with all daily workflow apps. Designer Matt Yow joined the startup to take care of the rebranding:
Our brand typography is set exclusively in Gratimo Classic, a font family designed by TypeMates. Gratimo Classic is professionally geometric (near perfectly circular o) and personally humanist in its construction and feel (which means it loosely follows calligraphic hand lettering). Letterforms are drawn from simple, elemental standards while having a unique and identifiable visual tone.
The weights are clean and easy to maneuver—easily combining for the headline, subhead, and small text settings. This font was a great match for the simplicity and cleanliness we set out to design with our rebooted logo.
Furthermore, Matt wanted to emphrase the human aspect and choose the alternate double-storey lowercase g as a default in this first, pre-release usage:
Working with TypeMates, we customized the lowercase “g” to change the entire texture of the font. This small tweak more perfectly aligned the font with our DNA as a data-driven, trustworthy brand while still coming across bold and expressive. The sans serif is a classic, familiar favorite, but still unique and identifiable.
Further reading: on Fontstand News, Matthijs Sluiter takes a closer look on “Three business outfits”.
Default g compared to customized double-storey variant, changing the entire texture of the typeface.
Old logo with Lato and new one set in Gratimo Classic.
