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William Grant & Sons identity

Contributed by F37 Foundry on Jul 5th, 2021. Artwork published in
circa 2021
.
    William Grant & Sons identity 1
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.

    F37 Bergman by F37 Foundry in use by branding agency Smörgåsbord for William Grant & Sons.

    The independent, family-owned Scottish company distils Scotch whisky and other spirits. Established in 1887 by William Grant, it is now run by his descendants. The identity uses a bespoke version of F37 Bergman for William Grant & Sons as a hallmark of the brand. It is paired with Adobe Caslon or similar for the business card, and Sabon for the website (not pictured).

    William Grant & Sons identity 2
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.
    William Grant & Sons identity 3
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.
    William Grant & Sons identity 4
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.
    William Grant & Sons identity 5
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.
    William Grant & Sons identity 6
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.
    William Grant & Sons identity 7
    Source: https://www.smorgasbordstudio.com License: All Rights Reserved.

    Typefaces

    • F37 Bergman
    • Adobe Caslon

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    2 Comments on “William Grant & Sons identity”

    1. Thanks for sharing!

      Here’s a comparison of the retail version, F37 Bergman Bold (left) and the custom WG&S Headline Bold (right): The latter is a tad tamer, with narrower proportions for D G O U etc. The one-sided contrast in round forms (B D O P Q R 8) was dismissed in favor of a more conventional weight distribution.

    2. “The one-sided contrast in round forms (B D O P Q R 8) was dismissed in favor of a more conventional weight distribution.”

      In other words, it’s a different typeface…

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