Blaze Type Foundry

Thanks to for the find! built ’s brand by ignoring what AI is supposed to look like.⁠
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The Toronto-based studio avoided gradients, glowing orbs and neural network abstractions. Instead, they started with a question: what does using Howie actually feel like? The answer – relief, satisfaction and a conspiratorial wink – led to a fashion-forward aesthetic with people at its centre.⁠
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The strategic move was reclaiming a word competitors avoid. While AI tools cluster around assistant and copilot, newkid positioned Howie as ‘The People’s Secretary’ – a title carrying weight from its use in government positions like Secretary of State, reframed for contemporary accessibility.⁠
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Typography builds from Blaze Type’s Slussen family, chosen for its industrial feel and fashion sensibility. The colour palette deliberately abandons typical tech blues for something warmer and more distinct.⁠
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Explore the full case study at our link in bio.⁠
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CREDITS⁠
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Typography: Slussen family by and OCR A by American Type Founders⁠
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