The unique features of the frieze magazine masthead were used to create a modern and ownable typeface to be used across the whole brand.
The custom typeface forms the essence of the brand itself, and unifies Frieze’s sub-brands under one coherent brand architecture.
Although the Frieze typeface performs well at small sizes, it has been paired with Sina Nova, a supporting serif typeface that has a high legibility and lends a warmth and intelligence to the designs.
With the new brand design system in place, Frieze’s Creative Director David Lane embraced the brand design system’s capabilities to hero art and envisioned a series of campaigns, starting with the 30th Anniversary and Frieze New York 2021.
It was essential the design system provided the art itself space to breathe. The typeface is characterful & distinctive but does not dictate the layout.