Pentagram and the Case of the Forgotten Typeface

From Fast Company, via Web Designer Depot’s WebdesignerNews, the story of Pentagram partner Michael Bierut, an unusual branding assignment, and a lost typeface by one of the greats of type design.

Particularly for something as multi-faceted as a university, typography can be a way to create visual coherence across various schools and other parts of the institution. In the case of Syracuse, the hunt for the perfect typeface also unearthed an unlikely connection between past and present, and between the academic world and the rich history of type design. When Bierut and Jesse Reed, his associate partner at the time, discovered a typeface linking the university and the famous early 20th-century type designer Frederic Goudy, it set into motion a typeface excavation that resulted in the central element of the new school identity.

Read “Pentagram And The Case Of The Forgotten Typeface” by Meg Miller at Fast Company.