DS 737 is a type family based on the official Danish signage typeface, originally released in 1954 by Dansk Standard as ‘Danish Standard no. 737’. The designer behind the typeface is unknown, but if you’ve ever spent any time in Denmark you will have seen it. It adorns some kind of signage in almost every street in the land, telling you where you are, what to do, and what not to do. For a typeface that signposts countless details of everyday life, it’s remarkable how much of a mystery it remains.

Until now, DS 737 had only existed in one cut and a very limited character set – now digitalised and expanded into a fully fledged, highly functional family consisting of 18 styles across three widths – Condensed, Normal, Expanded – 54 styles in total.

Designed for signage use, DS 737 has one objective: to communicate clearly. This shows in the stroke contrast, and the vertical, somewhat open counters of the typeface. The distinctive detailing and proportions make it a very recognisable typeface, even in all uppercase.

We have stayed true to the original, but the family now supports all the open type features we’ve come to expect of contemporary typefaces, including a range of stylistic sets that let the user explore and tune the overall look and feeling of DS 737.

Typeface.

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