Abbott Sans
TYPEFACE DESIGNBespoke Typeface created for Abbott Farm
The goal of this project is to select an existing typeface that needs improvement for a specific brand. The objective is then to create a custom, bespoke typeface that enhances the brand’s identity, readability, and overall impact. This new typeface should better represent the brand’s tone, values, and target audience while ensuring versatility across various media and sizes.
PROJECT TYPE
Typography Design
ROLE
Typeface Designer, Research, Ideation, Book Production
SOFTWARE
Adobe Illustrator, Adobe Indesign, Adobe Photoshop
DELIVERABLES
Typeface, Type Poster, Type Book, Type Sketches
EXTERNAL DELIVERABLES
Abbott Sans Case Study
MADE FOR EDUCATIONAL PURPOSES
Abbott Sans is a rounded sans-serif typeface designed specifically for Abbott Farms, a family-owned business that has been a cornerstone of the Upstate South Carolina community since 1955. With three fresh produce markets serving the area, Abbott Farms has become a beloved local brand.
During my drives home from university, I would often pass by the roadside billboards and markets of Abbott Farms. Curious about their visual identity, I began researching the typography used in their branding. What I discovered was a lack of consistency. Their billboards featured the Hobo typeface, an Art Nouveau-inspired sans-serif, while their website showcased a mix of bold serif and sans-serif fonts, often paired with other eye-catching typefaces.
Determined to create unity across their brand, I set out to design a bespoke typeface that would not only streamline their visual identity but also reflect the core values of Abbott Farms. Rooted in three generations of family tradition, the farm values simplicity, authenticity, and approachability for all. With a diverse clientele spanning various ages, legibility was a key consideration. The goal was to create a typeface that could be used consistently across all aspects of the brand, from billboards and product labels to jam jars and peach crates—ensuring a strong, recognizable presence wherever Abbott Farms is seen.
Abbott Farms, a family-owned business that has been a cornerstone of the Upstate South Carolina community since 1955.
OUTCOMES + TAKEAWAYS
The process of creating a typeface was a significant learning experience for me. I encountered many new terms and techniques, which required me to adapt quickly. One of the biggest challenges was translating my hand-drawn sketches into digital forms while maintaining consistency across the letterforms. The exhibition itself was also a daunting task at first, as we worked to meet the high expectations set by previous years and bring our typefaces to life through an engaging experience. I found it incredibly valuable to collaborate with a class of like-minded individuals, all of whom were dedicated to making our vision a reality. The final exhibition exceeded my expectations, and it reinforced my desire to create more meaningful, impactful experiences for others in the future.