the Signature

the visualised language

Typography transcends mere letters; it conveys encoded information that influences our subconscious. Elements like weight, curvature, edges, and rhythm tell a story and leave a lasting impression.

Our design reflects dm’s core values — human, honest, aesthetic, open, authentic, modest, and reliable — translating them into typographic criteria:

Humanity and Individuality:
Approachable and friendly, represented through handwritten letterforms.

Aesthetic Quality:
High-quality and enduring, achieved with a timeless design free from fleeting trends.

Honesty and Authenticity:
Dynamic and characteristic, featuring sharp, unembellished shapes.

Openness and Tolerance:
Legible with clear, distinguishable forms.

Conscious Humility and Reliability:
Confident and clear, employing economical and balanced typography

For every purpose, the right font: the dm-Soft type system

dmBrand:
distinctive headline typeface that is bold yet easily legible. Short descenders and tall x-heights create a compact form with clear contrast between horizontal and vertical elements. The characters appear open and light without losing substance.

dmSupport:
Exceptional fonts consider visual and stylistic differences across sizes. Subtle adjustments in weight, contrast, and proportions ensure optimal legibility and appeal. Clearly distinguishable letter shapes facilitate quick information processing.

dmIntelligence:
Packaging presents unique challenges with limited space. This typeface offers a narrow, open design with a large x-height, ensuring readability down to 5pt.

dmLegal:
Designed for enhanced readability with an ultra-narrow structure, suitable for concise lines paired with larger font sizes. dmLegal complies with Austria’s legal requirements for minimum font sizes on price labels, ensuring adherence without compromising clarity.