The story behind a custom typeface designed for Impey Studio
Background on the design and thinking behind HW Impey. A custom typeface designed for Impey Studio to create a distinct and consistent visual language across digital and physical touchpoints.
At the core of Impey Studio is the belief that design is not just a practice; it’s a way to engage with the world, driven by intent, curiosity, and conviction. This view influences every decision we make, from how we use space and material to the quieter systems that support our work.
Typography is part of this philosophy and plays a key role in providing coherence and continuity in our work.
In a fast-paced design environment that relies on shared tools, visual language can quickly become interchangeable. While efficiency has improved, it’s harder to maintain distinctiveness. Typography is not just a supporting element; it consistently carries character. It influences perception across drawings, communications, and digital platforms, often appearing more frequently than a logo.
Creating a custom typeface was not simply about self-expression. It aimed to establish a clear and reliable foundation for the studio’s identity. The brief was deliberately simple. The typeface needed to show precision and attention to detail without being decorative. It had to convey confidence and modernity while expressing a spirit of growth, where research and process matter as much as the final outcome. A key reference was the vintage Leroy technical lettering sets used for blueprints; their practical, straightforward essence was crucial.
The result was HW Impey, a custom typeface made specifically for the studio. Its form alternates between curves and sharp edges, reflecting the balance between intuition and structure that characterizes the practice. It does not seek attention; rather, it supports the work by providing a steady, consistent voice.
These choices are often overlooked initially, but they become important over time. Typography works through repetition, building familiarity, trust, and recognition in subtle but lasting ways. Unlike common fonts, a custom typeface creates a sense of ownership as the studio expands.
On Impey Studio’s website and in its communications, HW Impey provides clarity and cohesion. It works quietly in the background, ensuring that the projects remain the main focus while allowing the studio to communicate with a clear and recognizable voice. As we design spaces, we also shape our language; over time, it impacts how we work in return.
