Keap

From Pentagram New York (Luke Hayman):

Keap, formerly Infusionsoft, specializes in CRM (customer relationship management) and marketing automation software that helps small businesses manage their customers and operations―booking appointments, sending proposals and invoices, and collecting payments―all in one place.

Pentagram has developed a new brand identity for Keap, including its new name, that captures the platform’s ease of use and powerful capabilities.

The primary typeface is Ivar Soft, a custom version of the graceful and sturdy serif Ivar Headline (designed by Letters from Sweden) that nods to the Times New Roman so many small business owners work with every day. The typeface has been rounded for warmth, friendliness and a more contemporary feel, and can easily scale up or down without losing legibility. Secondary type is set in Sul Sans, a geometric sans serif that helps readability in the Keap interface, and Sul Mono, a monospace font that is useful for UI design (both designed by R-Typography).

Ivar Soft was released for general licensing in February 2019.