Sans-serif

Or, or not like this eye on my shirt.

It's like a, like an L like a, like a San Serif, lowercase L.

If you take the sleeves off and if the sleeves are long, it's also not a t-shirt.

There's no such thing as a long sleeve t-shirt.

It then also just makes it feel more personal to the brand.

They have really nice serif going on here and I think it pairs really well with the actual logo being a sans serif and very pointy.

This feels very approachable, feels like a recipe book.

And my favorite part, my absolute favorite part is this little mascot guy.

So they needed to be able to identify and work with fonts that were available through those means.

They couldn't buy anything.

bring it in propriety because they wanted to be completely accessible and so they landed on instrument sans and bitter all which are both also actually on adobe fonts as well because google fonts are on adobe fonts and you can see that it's a really nice sans serif and a nice serif that work together to have this journalistic standard you can see how they are using the they're not always putting things in green and blue you know they're using the branding of it and then they're grounding you with that green and blue duotone.

But then if you want to be over and just have regular photographs, you also have that capability as well.

And they're certainly thicker on the watch you're talking about, the sort of 80s, 90s California dials.

Yeah, the ones I'm thinking of are like a really bold sort of Sans Serif vibe.

The Monarch feels, you know, a little more cathedral-y with the handset.

The movement is spectacular in it.

Like it was timeless.

I, you know, we launched during a time when sans serif fonts were everywhere.

Our designer at the time was like, your whole philosophy is Less is More.

You need a sans serif font.

Because, you know, why have something so distinct? Why not pair it all back and reflect that? And for me, I wanted something that felt as though it could have lived in the 1890s or 1940s and happened.

had that sense of timelessness in a way where to represent, to show that we were transcending trends through what we were creating.

Yeah.

And at that moment, Sans Serif logos were trending.

Yeah.

San Serif.

Tahoma.

It's not written with a quill pen.