Gardner by Heinz Madec by Ted C. Carter

I think the new typeface we are announcing is a modern-day descendant of an older Universal font, used starting in the 1960s, called Gardner by Heinz Madec by Ted C. Carter. In the 1960s, Heinz was also using another of Carter’s fonts, Gardner, but it wasn’t released yet and it also wasn’t released until recently. Carter’s fonts were all geared toward a blackletter aesthetic, very much in keeping with the avant-garde work of the time.

So we decided to create our own icon. In the process we wrestled with whether to include the thick inner stroke that surrounds the square pedestal. The circle by itself is too subtle and a big part of its impact is the increase in size of the square. In the end we decided to make the circle the pedestal.