ROM: A Confident Fusion of Styles Channeling ’60s Conceptual Art

Dinamo ROM Campaign Scan 2 1 1

Rom is a sturdy, confident fusion of classic Grotesk and Gothic typeface styles, designed by our longstanding collaborator and dear friend Seb McLauchlan. It combines the rationalized lines of one genre with raw details from the other, resulting in moments both beautiful and dissonant.

Dinamo Release Portrait ROM 1

Instructions for a ROM campaign. Follow them perfectly and you will be rewarded with a sense of accomplishment.

Taking inspiration from typeface applications in conceptual art catalogs from the ’60s and ’70s, ROM’s proportions are wide and generous in caps, and narrow and elegant in lowercase.

Dinamo Rom Boxes Side Aigned rectangle1 white

ROM contains six subfamilies, seven weights, italics, and also comes as a variable font file.

Dinamo Rom Standard A Z Characters Standard Caps square black update

Core characters

Dinamo Rom Boxes Center Aigned Square white2

6 Widths

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7 Weights



In true Dinamo style, Seb is a graphic designer first who makes fonts second. In search of a mature typeface in the spirit of Franklin Gothic, Bell Gothic, or Akzidenz-Grotesk for his own publishing projects — one with a complete weight range that he could use sparingly — Seb took to a blank page and started constructing ROM.

Below is inspiration from our joint archive.


The instructions for Sol LeWitt’s “Wall Drawing #118,” 1971.

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Announcement for Louise Lawler and Sherrie Levine's “His gesture moved us to tears” at their ad hoc gallery, A Picture Is No Substitute for Anything, 1981.

ROM references Envelope

Envelope for Announcement for Louise Lawler and Sherrie Levine's “His gesture moved us to tears” announcement, 1981.

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K. G. Pontus Hultén, “The Machine as Seen at the End of the Mechanical Age,“ November 27, 1968 – February 9, 1969. Museum of Modern Art, catalog, 1968.

ROM references Matches

Louise Lawler. Matchbook for Carnegie International 1991, Carnegie Museum of Art, Pittsburgh, 1991.


Invitation to Laurie Anderson, Don Gummer, Barbara Kruger exhibition at Artists Space, New York, 1974.



ROM features six subfamilies that flow gracefully from Compressed to Extended. Notice what happens to the O’s counter as it grows — shifting from diamond to rectangle to circle. It’s in these details that you can see ROM’s various influences and how they’ve been brought together under one variable roof.

Dinamo Rom O Construction Captions

Counter construction changes on the width axis

Dinamo Rom NL Group3 1 Black
Dinamo Rom NL Group3 2 Black
Dinamo Rom NL Group3 3 Black
Dinamo Rom NL Group3 4 Black
Dinamo Rom NL Group3 5 Black
Dinamo Rom NL Group3 6 Black

How many friends can the average person have?

What has come to be known as Dunbar’s number contends that humans are only cognitively able to maintain about 150 connections at once. That includes an inner circle of about six close friends, followed by larger concentric circles of more casual types of friends. Now if we apply – translate! – this to widths? All you need = six widths.

7 Weights

Believe me, we tested nine weights plus but ultimately settled on the best of seven. What’s possible (more) isn’t always what’s best. 😤

Dinamo Rom Compressed overview rectangle black

Compressed if you have a little space

Dinamo Rom Condensed overview rectangle black

Condensed if you have a bit of space

Dinamo Rom Mono overview rectangle black

Mono if you want monospace

Dinamo Rom Standard overview rectangle black

Standard if you have standard space 🙄

Dinamo Rom Wide overview rectangle black

Wide if you have more space

Dinamo Rom Extended overview rectangle black

Extended if you have a lot of space

III. Cut up this story and let it get lost in the wind.


ROM is ideal for amplifying messages in a powerful way. I think it works for a range of expressive applications too, especially in its extreme widths and weights. My tip would be to combine several widths of ROM in one, to create vibrant, rhythmic lettering.

Dinamo Rom Campaign Remake square5 green
Dinamo Rom Campaign Remake square2 black
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Dinamo Rom Campaign Remake square3 black
Dinamo Rom Campaign Remake square6 green

IV. Write to us with seeds of any kind. Take note of what returns.


ROM contains a thoughtful number of alternates, including a single story a, a schoolbook-style G, and a hook-nosed 1. Rounded punctuation departs from the source material for a friendlier feel.

Dinamo Rom alt G square Black
Dinamo Rom alt1 square Black
Dinamo Rom alt a square Black
Dinamo Rom Square And Rounded Punctuation rectangle White

Activate the rounded punctuation set if you want to speak in a soft, friendly, and rolling dialect

Compact setting

A compact setting option as well as small caps allow for a variety of layouts. They’ll help you fit lots of information into condensed areas, or achieve extra visual punch if needed. It’s a nod to that era of designer who wanted their letters to be tight not touching.

Dinamo Rom Default and Compact text rectangluar black

For tighter spacing situations

Dinamo Rom Default Lowercase and Compact Lowercase square white

These characters come with design-space-eco-friendy (aka squashed) variations

Dinamo Rom White Cube Animation

Activate the Compact OpenType feature for shorter letterforms


Dinamo Rom All Caps Small Caps Caps Small Caps Instruction Rectangle White

Uppercase and small caps let you arrange letters in rigid or playful ways


ROM’s character set contains a wide range of numerals, like superiors, inferiors, tabular numbers, and fractions.

Dinamo Rom Boxes Side Aigned numbers rectangle2 White
Dinamo Rom numbers Characters DIAL square balck2

V. Listen to the sound of your inbox emptying.

Early Use

ROM has already travelled some stretches, appearing on the many pages of OK-RM and James Taylor-Foster’s collaborative softspot project. The book contains a patchwork of prose, verse, and visual work that oscillate between the subjective and the objective; I enjoy how ROM’s voice helps shape the publication’s soft yet strong character. Published by InOtherWords.

OK RM IOW Softspot Website New9 2592x
OK RM IOW Softspot Website New10 2592x

406 pages, 136 x 75 x 86mm
ISBN 978-1-9160024-8-7

Dinamo softspot jtf OKRM 1

ROM also caught the eye of Dan Solbach when he designed the catalog for Norwegian artist Ida Ekblad, titled Melted Snow and published by Kunsthalle Zürich.

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Img 2006 1800x0

500 pages, 23.5 x 32 cm
ISBN 979-12-80579-35-5

ROM Dan Solbach Ida

I also like ROM Condensed and Narrow in this beautiful publication produced in close collaboration with conceptual artist Susan Morris and designed by Christopher Lawson. Made to accompany Morris’ six piece Jacquard tapestry installed in The Library and Study Centre at St John’s College, University of Oxford.

Susan Morris Silence 02
Susan Morris Silence 05

120 pages, 21 × 29.7 cm
ISBN 978-0-9933621-4-9

Susan Morris Silence 23 spine

IV. Download the typeface. Use it where you can see the sky.