As the name of the gym works as a monogram, the choice of typeface is crucial. The distinctive lettering is based on “Schmale Werbegrotesk” (1949) by German designer Max Körner.
Whenever possible, we like to use typefaces that never made the leap from hot type to cold type and so are typically unavailable in digital formats. (They tend to be less generic, as a result.) “Schmale Werbegrotesk” is a typeface we have only seen reproduced in one book: Max Körner’s “Das Neue Schriftenbuch.” We hand-inked the type with a Rapidograph pen, ultimately rendering it in Adobe Illustrator. The letter “B,” in particular, sold us on the face.
