Early adopters in identifying the shift towards circular economies, ARO ARCHIVE is an expanding resource of 8000 pieces of womenswear and menswear. ARO is an archival fashion store specialising in preowned directional fashion pieces. ARO ARCHIVE approached BRITISH STANDARD TYPE to create bespoke typefaces for use in their rebrand and to match their visionary ambitions and rising prominence.
BRITISH STANDARD TYPE were commissioned to produce logotypes, a headline grotesque typeface and a monospace typeface that work across the archive, the store and the full breadth of communications required by each. The typefaces perform multiple functions working at campaign level down to the tags and labels used for archive pieces.
Leveraging the idea of archiving and more specifically indexing, a monospace sans serif typeface was created with a partner headline typeface and logotypes that infuse the features of monospace typeface design. Exaggerated ink traps create subtle undulations in the letter strokes and provide a human aspect that become a distinguishing and recognisable feature.
When used in applications, the result is a unified and progressive visual language that places archiving at the forefront of their activities—helping to define a continually evolving platform that inspires cultural dialogue and engages the attention of a highly esoteric audience. The typefaces are used across web, social, content, OOH, packaging and signage.
Typeface: AA Headline & AA Monospace
Additional: Logotypes
Commissioner: Aro Archive
2 Styles: Regular Headline & Monospace
Coverage: Latin-A Encoded
Classification: Sans Serif & Monospace Sans Serif
URL: aroarchive.com
Film by Joseph Delaney for Aro Archive, Photography Art Directed by Spencer Fenton, Environmental photography by Oskar Proctor
