Customized Diatype for GOAT
Custom Typeface · Bespoke · Screen Optimization · Variable Font · GOAT · 2022
GOAT is the online platform for sneakers and luxury apparel. Its app has 30 million members across 170 countries, and it uses complex machine learning to verify its second-hand products. Committed to luxury and timeliness, GOAT’s brand is functional, clean, and authoritive.
Our custom typeface takes the bones of our own ABC Diatype and reduces them to the max. Creating a subtle yet confident tone. One that lets the products do the talking.
ABC Diatype is a warm yet sharp grotesque, ideal for reading on screen. To create GOAT Diatype, we streamlined its reduced forms to the max. Straightening things like the R’s leg and shortening the Q’s tail. This blunt reduction creates an edgy, contemporary vibe. Well-suited to detail-orientated fashion labels.
Numbers also play an important role for GOAT — just think of the importance of release dates and models in sneakerhead culture. So we created bespoke numerals for the brand, with straighter angles that feel fresh and contemporary.
Lastly, we tweaked the x-height of the font, to optimize it for digital displays. This custom x-height also matches the brand’s former type ratio — so the new design was way easier to implement across GOAT’s platforms.
Bespoke Variable Axes
The labels you can buy via GOAT care about small details. Things like stitching. Collar lining. Outsole. Vamp. Material. We brought this spirit into the font’s variable behavior. Pump up the weight, and the punctuation automatically becomes light. Make characters lighter, and the punctuation is heavy.
These moments add an elegant, unique identity to an otherwise minimal and heavily reduced brand.
Bespoke Currency & Punctuation
We also put a lot of care into creating a bespoke set of arrows, punctuation, and currency symbols, as they’re used so prominently across GOAT’s sales platforms. They’re simple and streamlined. Elegantly brutal.
Custom alterates reduce letterforms to their most fundamental strokes. A single story a and schoolbook G, as well as a straight-t and flat terminal u, are available for moments of intense minimalism. Options for narrow numbers allow for interesting pairings whenever more flavor is needed.
That’s Everything <3
Thank you to everyone at GOAT for this beautiful collaboration, including Roberto Rodriguez, Giulia White, Laura Tolomelli, Josh Webman, and Charles LeGrand! As well as the talent orbiting around them: Larissa Kasper, Rosario Florio, Samuel Bänziger, Michel Egger, and Chi-Long Trieu. And a huge thank you to Creative Director Samuel Guillope-Weissler for bringing us into this special project. We always appreciate when clients care as much about the small details as we do.
Art Direction and Design: Samuel Guillopé-Weissler and the team at GOAT
Type Design: Dinamo (Renan Rosatti & Fabian Harb)
Mastering: Dinamo (Renan Rosatti)
Campaign Photography: GOAT