The Source Type

Laurenz Brunner first encountered a Reform Muli tractor in the Swiss mountainside in 2019. Affixed to the front of the vehicle was the company’s striking R logo, an alien looking character that stuck with Brunner in its awkward combination of milled curves and rural flavor. Looking deeper into the history of Reform opened up an entire ecosystem of agricultural graphics found in tractor manuals, farming equipment catalogs, and agronomical trade fair leaflets. Throughout the pages were bold graphics common in machine branding, offset by curved details referencing the natural shapes of agriculture. It was this balance between the technical and the organic, that formed the core of the Reform alphabet. After nearly five years of development, the typeface is available now in a family of 3 weights perfect for use in all terrains.