FOR IMMEDIATE RELEASE

Plasma Sf: Typeface Design Redefining Branding and Identity

Renowned designer Paul Robb introduces Plasma Sf, a stylistic modular font inspired by the brutalist architecture of London's Southbank. The font draws inspiration from the negative circles and strong blocks found within the architecture, resulting in an ever-evolving construction project with infinite combinations in both upper and lowercase glyphs.

What sets Plasma Sf apart is its extensive character set with over 80 alternative glyphs, allowing for versatile styles and glyph mixing, giving the typeface a unique personality. Perfect for branding communications, Plasma Sf offers a distinct visual balance, making it an ideal choice for graphic projects.

The Specimen book, a 256-page full-color hard-backed book, was developed as a limited run for the first 20 designers to purchase the font, offering a comprehensive showcase of the font's capabilities.

Developed between July and September 2021, the font's creation involved research photography, on-site sketching, and overcoming the challenge of interpreting simple forms into a dynamic contemporary font.

Paul Robb, a Creative Director and Type designer with over 30 years of experience, is the mastermind behind Plasma Sf. As the Creative Director for Salt&Pepper and the founder of S6 Foundry, he has a proven track record of transforming brands and businesses through expressive and authentic design.

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