Anderson 1938 Propels REI Forward
Last year, REI sought to completely re-energize its brand. The Seattle-based retailer had started feeling pressure from the saturated market, and needed to reestablish itself as the expert on gear and apparel for outdoor adventures. Pete was tasked with creating a new master brand typeface that would revitalize REI’s look, while also paying tribute to the brand’s heritage as an outdoor authority.
REI’s Creative Director for Brand, Jason Sutherland, suggested the font should feel like “a picnic table in a campground with rounded, worn edges and the well-traveled road trip lovin’ Volkswagen bus.”
This idea immediately clicked with Pete, who had a VW bus of his own, and had driven it on several cross-country adventures. While exploring letterform ideas, Pete drew inspiration from the gradual and rounded curves of the late 1970’s VW model, and its speedometer for numerical ideation. Pete also looked to iconic router-carved trail signs for inspiration.
REI's Anderson 1938
The resulting Anderson 1938 font family in three weights (regular, bold and heavy) has been implemented across every REI brand touchpoint, including in-store, apparel, online and even on the back of receipts. The design nuances create a friendly, approachable and authoritative feel.
“Pete really kept us from going too boring, and pushed for some of the quirks we’re really proud of in the typeface,” said Sutherland. “He has a great understanding of how to convey personality, but also made it incredibly functional across all the demands for a typeface. There’s a warm hug in what we do, and now our typeface reflects that.”
REI has continued to collaborate with Pete on developing additional weights for Anderson 1938, as well as creating brand posters for the REI Village, and designing collectable stickers available in stores across the country.
Nike's Victory and Victory-Neue
Last year marked the 10th anniversary release of Victory, a twenty style font family. Working directly with Nike, I aligned the type design to dovetail with the new global brand standards.
The following year, 2005, I created the Victory Neue family. Six more styles to complement the brand type in stores globally and online >> still in play today.
Created Exclusively for Nike.
Victory - 20 style font family and Victory-Neue 6 style font family