Type Foundry Expands Into Branding, And It’s Working

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Commercial Type, a leading type foundry, has launched a brand studio focused on typography after shaping the identities of global brands like Puma, Visa, and The Guardian.

Key takeaways:

• Commercial Type expands beyond type design into full-scale brand identity creation.
• Typography isn’t an add-on; it defines a brand’s voice, perception, and trust.
• The studio’s approach disrupts traditional branding by prioritizing type-led strategy.
• Their early projects prove that custom typography transforms industries beyond design-driven sectors.

From Type Foundry to brand studio

After two decades of defining how global brands communicate visually, Commercial Type is boldly stepping into branding. 

Since 2005, custom typefaces have shaped The Guardian’s identity and graced brands like Puma, Visa, MoMA, and The New York Times. Founders Christian Schwartz and Paul Barnes realized that type wasn’t just a branding component—it was the foundation.

The strict focus on type design evolved as clients kept asking for more. Initially resisting logo and identity design, Schwartz and Barnes had a turning point: What if we said yes? 

The result is Commercial Type Studio, a branding powerhouse that starts with typography rather than treating it as an afterthought.

Why is typography the DNA of great branding?

Typography is more than aesthetics—it defines how a brand speaks. Commercial Type Studio embraces this principle, ensuring that a brand’s essence remains intact even in a simple PowerPoint presentation.

“Sometimes type is all a brand has,” says Dino Sanchez, a design veteran brought in to spearhead the studio. This approach sets them apart from traditional agencies, where branding often begins with colors and logos rather than letterforms and language.

By embedding type designers at the core of the process, the studio brings unparalleled precision to brand identity. 

Instead of generic templates, they create bespoke, typography-driven identities that make brands unforgettable.

Overlooked industries need great design

Commercial Type Studio doesn’t just pursue trendy startups or luxury brands. It sees immense value in industries often neglected by design.

“There’s a universe of companies—logistics firms, management consultancies—whose biggest asset is a PowerPoint deck,” Sanchez points out. “Good typography can make the biggest impact in these spaces.”

That doesn’t mean they’re turning down lifestyle brands. “We can do skincare and matcha brands, sure,” Sanchez jokes. “But the challenge of making a B2B logistics firm look amazing? That’s where the real fun is.”

A studio built on passion, not just business

More than just a new business venture, Commercial Type Studio represents a passion project for its founders. “The best companies are built by people who want to work with their friends,” Sanchez reflects.

Schwartz echoes the excitement of stepping into the unknown: “It’s rare, this far into a career, to still feel a bit terrified. But that’s how you know you’re doing something worthwhile.”

With a typography-first approach and a commitment to authentic, custom branding, Commercial Type Studio is poised to reshape how brands—from global powerhouses to niche industries—think about their visual identity.

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