From Font Feed: When, in 2010, David Quay was asked by communication agency FWDesign to create a custom type family to be used as the new signage and orientation system of the City of Bath, he teamed up with ReType. Bath is a beautiful city to design for. The process was intensive, and demanded a well-documented research into local values, history, and vernacular lettering tradition. We didn’t want yet another ‘squarish’ sans with a ‘modern’ look, or indeed any ‘neutral’ type family. We wanted something a little more idiosyncratic, but rooted in the identity and tradition of the urban environment and its surroundings, rather than just appealing to our personal preferences. The new family had to be flexible enough to be employed in variable sizes, and to work harmoniously on the beautiful maps and orientation graphics devised by FWDesign.