Our weekly look at a favorite new typeface. Share yours with us on Twitter @AIGAdesign and Instagram @AIGAeyeondesign with #TypeTuesday.
Designer: Jean-Baptiste Levée
Foundry: Production Type
Release Date: March 2016
Back story: The space-age inspired clothing of designer André Courrèges helped define the look of ’60s go-go fashion. His miniskirts, trapeze shaped A-line dresses, and white vinyl ankle boots were about as far away from primly buttoned up ’50s attire as the earth is from Jupiter. The brand launched in 1961, and its visual identity remained unchanged until 2015, when designers Sébastien Meyer and Arnaud Vaillant revamped it and commissioned a bespoke typeface to convey a younger, more refined personality. According to Jean-Baptiste Talbourdet, Courrèges artistic director, the brand overhaul was inspired by normcore (now there’s a leap) and the typeface was envisioned as being “instantly readable worldwide, not ostentatious, just pure simplicity: a universal design” to match.
Why’s it called Courrèges? Come on now.
What are its distinguishing characteristics? The single-weight sans serif alphabet, with its nearly circular letterform components, owes a visual debt to early 20th century German geometric typefaces such as Futura and Erbar (its weight falls somewhere between the medium and bold versions of Futura). Courrèges is a modern-looking refresh of its historical roots, thanks to the relaxed, expansive feeling of its wider characters and proportionately shorter ascenders and descenders.
What should I use it for? Courrèges is exclusive to its parent company, whose designers are making use of their new typeface across all media for communications, ready-to-wear collections and accessories, and in the brand’s boutiques.
Who’s it friends with? The Courrèges website does not pair it with any other font, allowing it to be the sole voice of the brand, which feels right. But imagine it teamed with Domaine Display to dress it up just a bit, like an elegant lapel pin adding some flair to a severely cut suit.