Part of a new identity for Start-rite shoes (a 200-year-old children’s shoe company) was to create a new headline typeface. The new brand strategy is anchored in the belief that the best children’s shoes should help them move freely. The bespoke font called ‘Typefeet’ (where the serifs become small feet), is a distinctive asset: the characters are used sparingly and are combined with a matching typeface called 'TypeSansFeet'.
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