As part of an entire rebrand of leading Scottish architects JAMstudio, we wanted to present bold, confident messaging. The typeface we chose to carry this weight was Hermes – a clean and modern reinterpretation of the type from the Hermes 3000, a typewriter from 1966. A time when architecture, design, writing and photography were synonymous with character and a timeless style. Hermes worked well at small sizes where its clear geometric shapes allowed for easy readability. At larger sizes, its uniques character and visual quirks helped support a specific tone of voice for the JAMstudio brand.