The designers here at Ohno enjoy taking a well-trodden genre, and amplifying what we love about it. Retail is the result of focussing our energy on the not-too-trendy world of humanist sans. What makes a humanist sans human-like? I think it comes down to seeing some evidence of the hand, some evidence of a pen, and little bit of warmth mixed in. A good humanist sans should be as reliable as your most trusted workhorse, while avoiding the pitfalls of Helvetica-ish-seen-it-a-thousand-times typo...
