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| Typeface | Dax |
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| Category | Sans-serif |
| Designer(s) | Hans Reichel |
| Foundry | FontFont |
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FF Dax is a humanist sans-serif typeface designed by Hans Reichel. The typeface is popular in advertising and in marketing. Another design, FF Sari, a more bulbous cousin of Dax with curvier ends, has also been designed by Reichel. The UPS Sans typeface, used in most of United Parcel Service branding since 2005, is a modified version of FF Dax. W.M. Morrison, the British supermarket chain uses FF Dax on most in-store promotional material, hanging product location signs, and points of interest around the store - such as special offers and two-for-one deals. This is randomly interchanged with FF Sari, and frequently the two can be blatantly seen side by side around a store used with little comprehenstion of uniformity.
Adoption
FF Dax is widely adopted in several advertising material, it is also used as a branding font by a few organisations and companies. The typeface was adopted in the United Kingdom by David Cameron in 2005 as part of the branding for his campaign for leadership of the Conservative Party. After Cameron was elected, the party was immediately rebranded in the style of the Cameron campaign, and Dax was used for a new version of the party logo and across all its subsequent advertising, leaflets and website, until being replaced by Lucida Sans in October 2006. Dax is also used in the branding of the New Democratic Party of Canada and the matterhorn gotthard bahn of Switzerland. Dax is also used by the NewScientist magazine as its main header text for their publications, banners and ads.
