BRITISH STANDARD TYPE was commissioned by OMAR AFRIDI to create a bespoke typeface system reflecting the brand’s evolving philosophy of craftsmanship, culture, and innovation. The result is a dynamic family of four fonts: OA Display, OA Wide, OA Mid, and OA Narrow, each designed for specific roles within the brand’s communication hierarchy.
The typeface explores a tension between technical precision and humanist expression. Technical elements ensure clarity and performance for modern industry applications, while subtle humanist details—such as the organic modulation of stroke contrast and flared terminals—preserve a sense of warmth and classical form. This balance encapsulates an interplay of human language versus contemporary form.
The OA logotype serves as the cornerstone of the typographic system, merging modern rigour with expressive humanism. A medium-weight cut, featuring bracketed shoulders, a wide stance, and flared terminals, establishes a sophisticated and modern identity. Structural clarity and confident proportions reflect OMAR AFRIDI's focus on craftsmanship, quality, and attention to detail.
OA Display
OA Headline (Wide)
OA Headline (Mid)
OA Headline (Narrow)
The typeface system is led by OA Display, the most expressive and ornamental for large-scale applications, while OA Wide, OA Mid, and OA Narrow offer versatility across packaging, editorial, and digital platforms. Together, they form a cohesive and dynamic typographic language suitable for diverse contexts.
Typeface: OA Display & Headline
Commissioned by: Omar Afridi
Visual Identity System: Spencer Fenton Studio
4 Styles: Display, Wide Headline, Mid Headline, Narrow Headline
Coverage: Latin-A Encoded
Classification: Humanist Sans Serif
URL: omarafridi.com
Photography © Omar Afridi and Artists
