The Brentford FC custom typeface had to feature stingers. London studio Thisaway wanted a contemporary take on Serif Gothic by design legend Herb Lubalin, by making it “as Sans as a Serif typeface can be“. The football club being very much from London, we proposed to give it a strong British touch by infusing some Johnston/Gill features. Obviously, the typeface is named after the team’s mascot; the Bee. The font family includes a reduced number of 3 cuts, giving the club a strong and unique voice.