Census rebrand

Census is about data, an operational analytics platform that syncs warehouse data with all daily workflow apps. Gratimo Classic is a great match for the simplicity and cleanliness of the digital brand.

Designer Matt Yow joined the startup to take care of the rebranding and choose Gratimo Classic as elementary typeface. Professionally geometric and personally humanist in its construction and tone it perfectly aligned with Census’ DNA as a data-driven, trustworthy brand while still coming across bold and expressive.

Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 03 Gratimo Classic

Further Matt wanted to emphrase the human aspect and choose the alternate double-storey lowercase «g» a default in this first, pre-release usage.

Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 02 Gratimo Classic

Default lowercase «g» compared to customized double-storey varinat to change the entire texture of the font.

Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 04 Gratimo Classic

Old logo with Lato and new set in Gratimo Classic.


Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 05 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

Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 06 Gratimo Classic
Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 07 Gratimo Classic
Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 08 Gratimo Classic
Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 09 Gratimo Classic
Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 10 Gratimo Classic
Type Mates Fonts In Use Digital Brand Ui Census Matt Yow 11 Gratimo Classic

Further reading