A custom Sans for G-Star

The Retype team also designed a custom typeface for the denim fashion company G-Star, based closely on the geometry and proportions of the brand’s logo. The goal was to create a modular sans serif that could extend the visual language of the identity beyond the logo itself and into the brand’s broader communication system.

Working from the structural logic of the existing wordmark, we developed a geometric alphabet that preserves the directness and clarity associated with G-Star’s visual presence. Particular attention was given to consistency, spacing, and adaptability so the typeface could function across a wide range of applications while remaining unmistakably aligned with the brand.

The resulting custom font was designed for use in store graphics and architectural decoration, as well as in collateral materials, promotional publications, and other branded communications. Its modular construction and geometric forms make it highly effective in large-scale environments, where clarity and strong recognition are essential.

This project highlights the value of bespoke typography in strengthening brand identity, allowing a logo’s formal DNA to evolve into a complete typographic system that supports communication across physical and printed spaces.