My Favourite Typeface (OR Everything Looks Better in Hurme)

Written by Robin

As a designer, navigating the vast landscape of typefaces can often feel like searching for a needle in a haystack. However, amidst the sea of options, one typeface stands out as a beacon of elegance and versatility: Hurme or to give it its full title Hurme Geometric Sans. For me, Hurme isn’t just a typeface; it’s a design companion that effortlessly elevates every project it touches.

What draws me to Hurme is its seamless blend of simplicity and sophistication. Designed in Helsinki by Finnish typographer Toni Hurme, this contemporary sans-serif typeface exudes a sense of modernity while retaining timeless appeal. Its clean lines and balanced proportions lend a sense of harmony to any composition, making it a go-to choice for a wide range of design applications.

I’ve lost count of the number of projects, here at Brand Ambition, that have started or finished with this typeface. I will often change the font in a project as it progresses but Hurme always gives me a great starting point. 

For the purposes of type classification, sans-serif designs can be divided into four major groups: Grotesque (eg Akzidenz, Franklin Gothic etc) Transitional (eg Helvetica, Univers etc) Humanist (eg Calibri, Gill sans, Frutiger etc) and Geometric (eg Futura, Gotham etc). 

Hurme is is a Geometric sans serif font. As their name suggests, Geometric sans-serif typefaces are based on geometric shapes, like near-perfect circles and squares. Note the optically circular letter “O” and the simple construction of the lowercase letter “a”. Geometric sans-serif fonts have a very modern look and feel. 

One of the most remarkable qualities of Hurme is its versatility. Whether I’m working on editorial layouts, branding projects, or digital media, Hurme adapts effortlessly to the task at hand. Its extensive character set includes various weights and styles, from sleek and minimalist to bold and authoritative, allowing me to achieve the perfect balance of form and function in my designs.

Hurme Geometric Sans includes seven weights with true SmallCaps and obliques. Alternate characters and other Opentype features make for a versatile family that can be adjusted for specific needs.

But Hurme isn’t just about aesthetics; it’s also about functionality. Its open counters and generous spacing ensure excellent readability, even at small sizes, while its modern aesthetic adds a touch of sophistication to every project. Whether I’m setting body text or crafting eye-catching headlines, Hurme never lets me down.

Beyond its visual appeal and technical prowess, Hurme is my “go to” typeface because of the sense of confidence it instills in me as a designer. 

Hurme isn’t just a typeface; it’s a design philosophy. Its timeless elegance, versatility, and functionality make it the perfect choice for designers who strive to create impactful and memorable work. For me, Hurme isn’t just my favourite typeface; it’s an essential tool in my creative arsenal.