Census rebrand
Census is about data. The operational analytics platform syncs warehouse data with daily workflow apps. Gratimo Classic is a great match for the simplicity and cleanliness of the digital brand.
![Typemates Gratimo Classic Census 05](https://www.typemates.com/public/_fiveByFour1600/Typemates-GratimoClassic-Census-05.png)
![Typemates Gratimo Classic Census TN](https://www.typemates.com/public/_eightByFive2500/Typemates-GratimoClassic-Census-TN_2023-02-15-141701_lstg.jpg)
Designer Matt Yow joined the startup to take care of the rebranding and chose Gratimo Classic as the primary typeface. Both geometric and humanist in its construction, Gratimo Classic manages the balancing act between professional and personal. It perfectly aligns with Census as a data-driven, trustworthy brand with an expressive and bold look.
![Typemates Gratimo Classic Census 04](https://www.typemates.com/public/_fiveByFour1600/Typemates-GratimoClassic-Census-04_2023-02-15-143223_fmru.png)
![Typemates Gratimo Classic Census 03](https://www.typemates.com/public/_eightByFive2500/Typemates-GratimoClassic-Census-03.png)
![Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 02 Gratimo Classic](https://www.typemates.com/public/TypeMates-fontsInUse-digitalBrand-UI-census-MattYow-02-GratimoClassic.gif)
Matt wanted to emphasise the human aspect and chose the alternate double-storey g as default in this pre-release usage. Here you can see the default lowercase g compared to the customised double-storey variant that changes the entire texture of the text.
![Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 04 Gratimo Classic](https://www.typemates.com/public/_original2200/TypeMates-fontsInUse-digitalBrand-UI-census-MattYow-04-GratimoClassic.png)
Old logo with Lato and new logo set in Gratimo Classic.
The weights are clean and easy to maneuver — they interpolate well for headline, subhead, and small text setting. This simplicity and cleanliness was a perfect match for Census.
— Matt Yow
![Typemates Gratimo Classic Census](https://www.typemates.com/public/_original2200/Typemates-GratimoClassic-Census.png)
![Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 06 Gratimo Classic](https://www.typemates.com/public/_original2200/TypeMates-fontsInUse-digitalBrand-UI-census-MattYow-06-GratimoClassic.png)
![Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 07 Gratimo Classic](https://www.typemates.com/public/_original2200/TypeMates-fontsInUse-digitalBrand-UI-census-MattYow-07-GratimoClassic.png)
![Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 08 Gratimo Classic](https://www.typemates.com/public/_original2200/TypeMates-fontsInUse-digitalBrand-UI-census-MattYow-08-GratimoClassic.png)