Haltung

From the sans-serif lettering of Walter Käch to Frutiger’s Univers, to the students of the Basel school under Emil Ruder, Haltung is a neo-grotesk typeface inspired by a common attitude and design sensibility spanning these three generations. Conceptually, Haltung aims to bridge a gap between the teacher and student, taking their common approach to the sans-serif and re-imagines a robust, contemporary neo-grotesk that is refined yet retains the airy impression of its source material. Haltung’s namesake comes from a monograph of Schmid’s work—Gestaltung ist Haltung (Design is Attitude). [order.design]