NM type's Noel Pretorius and María Ramos, recently created a striking typeface, commissioned by Jägermeister. The bold geometry speaks of place, culture, and history, giving the brand a strong and consistent voice for all global communication. The flattened curves of the letterforms reference Jägermeister’s iconic bottle shape.
Meister has undeniable Bauhaus influence, the pure forms and angles complement the dynamic compositions used in Jägermeister’s marketing where the 45° typesetting is an important feature. Letters like K and R have 45° angle diagonals and the terminal ends of characters like C and S are cut at that same angle. This provides stability when the text is rotated.
The proportions of the uppercase letters in the typeface are closer to a square than a rectangle, giving it a distinct blocky appearance. The character set includes diacritic alternates to help maintain a solid lockup of type in different languages.
Noel and Maria also introduced inventive ‘twin’ ligatures, which melt identical letters into a unique form (I love this inventive NN example). These new letterforms give Jägermeister an exclusive design expression.
I was enamoured with the proportion of the uppercase R, the Bowl is so generous and the leg is perfectly placed to scaffold the curve. I also loved the apostrophe form as the poistion, angle and depth is perfectly considered.