· Fonts In Use· Playtype Foundry
Fjord
Fjord is a floating sauna and cold-water plunge in San Francisco Bay. Moving away from conventional spa branding, its bold identity draws on Sausalito’s industrial past.
At its centre is a bespoke version of Exit by Playtype, in which the letter O is replaced by a degree sign (°). Referencing temperature, the symbol disrupts the uniform capitals and creates a visual contrast that echoes the shift between heat and cold.
The display typeface is paired with a neutral grotesque used for longer texts: Saans by Displaay Type Foundry.