Custom type design for a logo, for Pentagram, on their branding project for Inolex, an American company that designs sustainable ingredients for health, beauty and wellness, worldwide.
Following the brief of Michael Gericke who chose my Glysa font as a starting point, I was tasked with taking the logo in the right direction for the personality developed in their strategy. The new serifs on the original sans were drawn perfectly orthographic, to further contribute to the DNA of the font - simple straight lines living side by side with sinuous organic ones. They also add stability and maturity.

A lot of talented people worked on this. See them and find out more about the beautiful X-ray Flowers art-direction here.