Arguably more than any other graphic art, typography is governed by established precedents and rules that inform every last detail of a type family. If you want to see what happens when those rules are disregarded (or simply not understood), just browse through a free font site. It ain’t pretty. Still, there’s a time and place for intentional boundary-pushing in typography, and Asgard is a great example of that. This funk-filled sans may not be everyone’s cup of tea, but it’s clear that designer Francesco Canovaro was calculated—even obsessively so—in the aesthetic intent and execution of Asgard. The truncated letterforms, sharp incisions, and occasional full-blown reinvention of glyphs (see the Q) give a sense of futuristic chaos. It’s visually noisy, yet finely crafted, like an avant-garde runway performance that toes the line between high art and lowbrow naivete. The biggest surprise is that rather than being offered as a small set of display faces, Asgard offers an enormous family of weights, glyphs, and alternates, making it a strong candidate as a visual cornerstone in a brand identity system.

Asgard by Zetafonts

Discuss this Project

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

The Forktales Podcast™: Interviews with restaurant industry leaders and visionaries

Restaurant and advertising industry headlines and thinking

Reviews of restaurant experiences from around the globe 

Reviews of our favorite design, business, & restaurant books

Our favorite typography and fonts

Inspiration in your inbox

Get the latest inspiration in your inbox every Monday morning, for FREE!

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Delicious Bits in your Inbox!

Get the latest and greatest content delivered to your inbox for free!

"*" indicates required fields

This field is for validation purposes and should be left unchanged.