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Tumblr Now Has A New Visual Identity Developed By Swiss Design Practice Dinamo

Dinamo, a Swiss design practice established by Johannes Breyer and Fabian Harb, has developed a custom typeface for a microblogging and social networking website Tumblr, as part of their ongoing creative partnership with the online platform.

In addition to the new typeface named “Favorit-Tumblr”, Dinamo also updated the content platform’s iconic logo.

While the “t” and “r” characters in the logo were recut accordingly to the new typeface, the famous full stop in the Tumblr‘s logo was also removed in this process.

tumblr-favorit-typeface-logo

Dinamo shared that “Optimizations such as the elimination of curved intersections, helped to optimize the logo for small screens without losing its essence. And most notably, we strategically removed the logo’s period, allowing the logo and typeface to seamlessly integrate across all naming conventions.

The Favorit-Tumblr Family provides screen optimised weights in both the Standard and Lining versions with corresponding italics. S tandalone iOS tool that helps to test through iterations and optimization round of the font, was built by the internal team at Tumblr Tumblr’s internal team.

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Doug Richard, Tumblr’s Creative Director, said:

We were looking a font that could account for all of our brand and product design needs. We needed something that would be purely functional for UI, with a flexible personality across brand materials.

We chose Favorit for its friendly yet commanding presence that successfully balances foundational sans serif attributes with assertive, contemporary geometry. It was a tall order, but Favorit-Tumblr delivered on all of our needs.

The new logo rolled out in June 2018, and it is officially available on Tumblr’s website.

The platform will soon be revealing the full scale implementation of Favorit-Tumblr across all Tumblr
web and app products.

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