GT Flaire also plays with the idea of what a humanist sans serif can look like. “Humanist sans serifs have a strong background in wayfinding, information graphics, UI and all of these related, more functional design fields,” Thierry explains. “But GT Flaire Extra turns this maxim of a functionality-driven design on its head.” Reto Moser, the designer of GT Flaire, traces its inspiration to Adrian Frutiger’s Gespannte Grotesk – a softer alternative to his Univers typeface. “Frutiger aimed to move away from the harsh design of Univers and create a more lively, softer grotesk,” he says, “this simple aim evolved into GT Flaire”.
More than a typeface, GT Flaire’s launch campaign opens up conversations – about the intersection of utility and creativity, and the realities of being a designer in a corporate-led world. Combining clever copywriting with thoughtful design, Grilli Type proves that in design, there’s always room for business …