DixonBaxi and Fontsmith launch new typeface FS Benjamin with ‘Sounds of London’.

FS Benjamin is a new flared serif typeface from Fontsmith consisting of 12 styles. The typeface is inspired by the contrasts of London and named after Big Ben. The font was designed by senior type designer Stuart de Rozario with creative direction from Fontsmith founder and creative director Jason Smith.

A year in the making, the typeface needed a unique story and campaign that challenged any preconceptions of a serif font and the typical type-specimen approach.

DixonBaxi and Fontsmith launch new typeface FS Benjamin with ‘Sounds of London’.

FS Benjamin is a new flared serif typeface from Fontsmith consisting of 12 styles. The typeface is inspired by the contrasts of London and named after Big Ben. The font was designed by senior type designer Stuart de Rozario with creative direction from Fontsmith founder and creative director Jason Smith.

A year in the making, the typeface needed a unique story and campaign that challenged any preconceptions of a serif font and the typical type-specimen approach.