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Untitled Sans and Untitled Serif are two new typefaces designed by Kris Sowersby and released through Klim Type Foundry.
They were created from a conceptual framework of being 'neutral' and nondescript but useful. Sowersby drew the Sans as a neo-grotesque before removing any characteristic details until nothing stood out with the hope he would no longer recognise the typeface as his own work. The Serif was then created as a conceptual companion with a different armature the same intent.
The typefaces are not easily identified—like a face you can’t put a name to. Thus the name Untitled was chosen as part of the identity. It is a tautological name—it refers to itself and its characteristics. This is equally true when referring to the specific typefaces: An untitled serif called Untitled Serif. This tautological position defined a framework to the branding and marketing: Reference only itself, Remove emotion, Reduce to information and create specific to format.