New Vision

Calibrated for accuracy and clarity, New Vision is a geometric neo-grotesque typeface crafted for the demands of modern branding. Today’s challenge mirrors that of newspapers in their heyday: delivering factual information with a tone that’s recognisable yet free of opinion. The authority that the press once held no longer hinges on typefaces like Times New Roman, Century and Cheltenham.

Instead, immediacy and accessibility take precedence, calling for crisp, unassuming forms that become a visual handshake. These letterforms are approachable and un-intrusive, subtly signalling trustworthiness. Rooted in simplicity, a “we’re not here to dazzle, just inform” ethos lays claim to the gravitas of world events without pushing a perspective. Identity emerges through posture, not peacocking—mechanical precision warmed by a quiet charm.

What defines New Vision are its angled stem terminals, a fresh take on grotesque typography. Like the perpendicular cuts in letters such as "c" and "s" that guide the eye to the heart of their curves, these angled terminals draw attention to the centre of New Vision’s generous, springing arcs—the point around which the stroke bends. This subtle focus evokes a sense of core, hub, or crux, grounding the design in a way that’s both legible and distinctive, hinting at character without stealing the show.

New Vision redefines branding typography: a typeface that marries clarity with quiet confidence, built to let the message lead.