Rooted in computer science, I wanted to go with a type system that would compliment the logotype, but had as much personality on it's own. There are a lot of cliche's in computer typography that I could have easily went with, but I wanted something that was distinctly modern, brutally simple, and strong at all sizes. Optimo's PX Grotesk is bad ass and was totally the right font for the job. They describe it perfectly, "PX Grotesk capitalizes on the limitation of the pixel to show how technological parameters can create new forms in typography. PX Grotesk is modeled after the rendering of typographic curves on screens." Again, sadly the client wanted to go in another direction, but I was really rooting for this.

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