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I'm currently working on the branding for a new organisation and I was helping someone could help me pair up a typeface.
We're under fairly strict confidentiality restrictions with this client, but what I can tell you is that the business will be operating in the student market throughout Europe. At the heart of the brand is a sense of functional simplicity. Nothing is superflous with their products; everything is considered, intelligently designed and included for a reason. Style is important as well but it's very much a brand that is not consciously trying to be cool. As you can see, we're hardly talking distressed/grungy typefaces here.