Our foundry developed the Saans typeface to meet our internal needs, with the goal of creating a neutral design that would complement, rather than compete with, our retail library. As enthusiasts of no-style aesthetic graphic design, we found that this typeface was a perfect fit for what we needed for our brand.

In the world of typography, the character of a typeface can be described using various terms, including sans-serif, grotesque, neutral, standard, and normal. The Saans, like Swiss typefaces, features a design that is universal and untitled, making it a default and common choice. While some may consider it boring, ordinary, or pedestrian, we believe it to be a consistent and moderate option that aligns well with our future needs.