Dax (typeface)
From Wikipedia, the free encyclopedia
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| Typeface | {{{name}}} |
|---|---|
| Category | Sans-serif |
| Designer(s) | Hans Reichel |
| Foundry | FontFont |
| Sample | |
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Dax is a sans-serif typeface designed by Hans Reichel. The UPS Sans typeface, used in most of United Parcel Service branding since 2005, is a modified version of FF Dax.
The typeface is very popular in advertising and in marketing. Another design, FF Sari or Barmeno, very similar to Dax but with curvier ends, has also been designed by Reichel.
The typeface was adopted in the United Kingdom by David Cameron in 2005 as part of the branding for his campaign for leadership of the Conservative Party. After Cameron was elected, the party was immediately rebranded in the style of the Cameron campaign, and Dax was used for a new version of the party logo and across all its subsequent advertising, leaflets and website, until being replaced by Lucida Sans in October 2006.
Dax is also used in the branding of the New Democratic Party of Canada.
