Loewy

Category: Typefaces (in progress)
Client: Studebaker National Musuem

The Studebaker National Museum required some stylized type for some printed materials (though not a full rebrand). For this, I designed a caps alphabet and numbers based on the chrome lettering found on Studebaker cars from the late-1930s through the mid-1950s, and numbers of a similar style found on early-1950s Studebaker speedometers and gauges.

This typeface debuted on the 2018 Studebaker National Museum calendar which I designed, and won First Place in Collateral Materials from the National Association of Automobile Museums (Division II, institutions with an annual budget greater than $300,000).

The typeface family is all-caps and consists of five widths. In the future, I plan to expand the family into multiple weights (and/or a one variable typeface with weight, width, and thin stroke axes) and release through my personal Typetanic Fonts label.