Dedicated to designer Karim Rashid, this variable display typeface is a combination of morphological forms and geometric volumes. The font is a tribute to his career, which includes more than 4,000 projects. The characteristic shape of each letter is fixed, and the font’s variability lies in the vertical stems. The font is linear and has a defined skeleton: only the left side becomes a body, while the right side remains unchanged. The typeface is constructed on a modular grid, with a horizontal line on which the central part of the glyph is always at the same height, sometimes going against standard optical corrections. The contrast in the thickness of the characters makes this font suitable only for large bodies, and therefore only for titling.
The initial challenge was to create a corporate identity that represented more than 40 years of Karim Rashid’s work as an artist. In fact, the design of the font was inspired by Karim Rashid himself, with an emphasis on non-linearity, a tribute to the harmony and sinuosity of forms. The desired effect was the duality between permanence and change. The creative solution was to design a variable font that replicates the morphological and geometric forms of Rashid’s projects. We unveiled the KR type display during a lecture by Karim Rashid himself at the Palazzo delle Esposizioni in Rome on 3 April 2023.
This work was self-initiated and it was designed as an homage for Karim Rashid. This font is suitable only for large bodies, so only for titling. It will be available on our website soon.
Karim Rashid (Cairo, 1960) is one of the most prolific designers of his generation. He boasts more than 4,000 design pieces in production, a collection of more than 300 awards won, and a client portfolio from 40 countries who have turned to Rashid for his style and savoir faire. He has designed works for luxury design brands such as Christofle, Veuve Clicquot, Alessi, 3M Bonaldo, and Vondom.
- Agency/Creative: Cappelli Identity Design
- Article Title: Kr Type. A Variable Font Dedicated To Karim Rashid’s Design
- Organisation/Entity: Agency
- Project Type: Typography
- Project Status: Non Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Market Region: Global
- Project Deliverables: Type Design, Typography
- Industry: Fashion
- Keywords: WBDS Agency Design Awards 2023/23
Creative Director and Designer: Emanuele Cappelli
Type Designer Junior: Lidia Matarazzo
Font Mastering: Cappelli Identity Design