Fix Studio is a graphic design studio based in Brooklyn and honored with numerous international awards. The seriousness of their productions needs no longer to be proven and naturally, it is the vivacity of their creativity that the studio wanted to show in a new graphic identity.
In 2022, the studio asked Blaze Type to design a custom logotype for their new identity. An elegant lettering is quickly chosen for its slight shift between retro and classic references. From its calligraphic aspect, the logotype offers various variants of more or less ornate curves allowing to color some supports with a more or less dressed or relaxed atmosphere.
It is this uninhibited aspect, retro without being easily dated, which imposes the Spencerian style as that of a youth both mocking an outdated past and with a charm that goes beyond generational conflicts. Fix Studio, by appropriating again this calligraphy for its logo, updates the vivacity of this style.
But the big question for this type of use, with its chiseled and fine curves, remains the consistency between the fineness of the design and its use in different display or print sizes.
Moreover, the uniqueness of the typographic file also allows to group a set of possibilities, especially when some variants are thought. In the case of the logotype for Fix Studio, the curves of the capital F can be composed in a simple version with three drops or more ornate with four drops. The final x also exists in a more ornate capital variant. From these different optical sizes, it is a global system that can be deployed according to the needs, and without the need to go and find other files than the one of the dedicated typography.
Finally, Rules go along the custom logo and is used for the whole body text of the website.