Type Design dm-Drogeriemarkt
When a typeface is closely associated with a brand, it represents a major achievement, as the brand can be instantly recognised without the logo. This has been achieved with dmSoft, through which the market leader confidently reinforces its identity.
Campaign
Instagram Adds
Campaign. Photos by Patrik Lindén for Heimat TBWA
Typography encompasses more than just letters – it carries encoded information that influences our subconscious. From weight to curvature, from edges to rhythm, dmSoft tells a story and leaves a lasting impression.
Our design considers the dynamics of the company and reflects its values such as human, honest, aesthetic, open, authentic, modest, and reliable. We have translated these core values of brand personality into relevant typographic criteria.
Humanity, individuality, and caring:
Approachable, friendly → Written letterforms
Aesthetic quality:
High-quality, enduring → Timeless. No trendy design.
Honesty and authenticity:
Characteristic, dynamic → Sharp, unadorned shapes.
Openness and tolerance:
Legible → Clear and distinguishable shapes.
Conscious humility and reliability:
Confident, clear → Economical, balanced typography.
dmBrand:
The characteristic headline typeface is both bold and easily legible at the same time. Short descenders and tall x-heights make for a compact typeface with a clear contrast between the horizontal and vertical. The characters seem open and light without losing their volume.
dmSupport:
Outstanding fonts take into account the visual and stylistic differences between different type sizes. Subtle adjustments to the weight, contrast and proportions allow the individual sizes to appear as legible and attractive as possible. Clearly distinguishable letter shapes make it possible for the viewer to digest information quickly.
dmIntelligence:
Typefaces meet very unique challenges when it comes to the formats and often limited space available on packaging. It is necessary to provide an enormous amount of easy-to-read information in a very small space. There are typefaces designed to meet these special requirements: featuring a narrow, open design, a large x-height, and clearly distinguishable, easy-to-read characters down to a type size of 5pt.
dmLegal:
Enhanced readability with ultra-narrow design, crafted for concise lines paired with larger font sizes. dmLegal, adhere to Austria’s unique legal requirements for font minimum sizes on price labels, ensuring compliance without compromising readability.
Brand Type Book
Brand Strategy by Claus Koch™