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The dmSoft typeface family, developed for the drugstore chain dm, comprises 13 different styles and four subgroups optimised for different applications. It thus provides various opportunities for use across different media with optimal legibility. The creative starting point for the development of this typeface was a desire to convey the brand’s values and the related “human, honest, aesthetic, genuine, open, unobtrusive, reliable” corporate philosophy. It also aims at strengthening recognition, increasing brand appeal and giving pleasure to everybody who encounters this typeface in use.

  • Client:
    dm-drogerie markt GmbH + Co. KG, Karlsruhe
  • Design:
    CLAUS KOCH™, Hamburg
  • creative direction/concept:
    Claus Koch, Jörg Hemker
  • graphic design/typography:
    Claus Koch, Jörg Hemker