Leon Imas hired me to develop a typeface for use on a season of Reebok’s NFL and NHL product lines. Reebok wanted to design a small number of product templates and then change the colors and text on the templates to produce hundreds of team specific products. In order to make this look less cookie cutter, a typeface that produced lettering-like results was needed. The theme for the season was to merge the traditional sports aesthetic with the space innovation aesthetic. I created a 12 style typeface that had numerous alternates and ligatures that were automatically inserted to make whatever text was being set look unique. I renamed this typeface Torque, added a lowercase and more weights and released it through my shop. It has gone on to be used by many companies, notably ones that actually do work in the space exploration field. I can’t say for sure, but I think this typeface may have actually gone into space by now.
