Branding and Identity Design

Token

Token

Token

Backstory

Token and its companion slab serif, Trinket, are based off of Souvenir, designed in 1914 by Morris Fuller Benton for American Type Founders. Souvenir was originally inspired by the Art Nouveau. Soft and organic curves make the typeface friendly and approachable.

Approach

In creating Token, I was inspired by the playful letterforms, especially the angles in the v, w, and a. The tone of this typeface reminds me of the Marin Headlands, a curved rock face covered in short grass that joins with the glittering sea and rolling hills. The Headlands are on Miwok lands and once served as a military base during World War II. Today, its grasses provide for the local cows.