The creation of the typeface In Flux, is based off of San Francisco neighborhood, South of Market (more commonly referred to as SoMa). SoMa has a long history of being an industrial, warehouse district, but in the past decade, the large amount of space in SoMa, and its proximity to downtown san francisco, has made it a hub for tech startups and new businesses. This typeface draws inspiration from the contemporary typography now seen around SoMa, which is thin, sans serif, and metallic, and the old typography found around SoMa, which is typically hand painted, bold lettering on now abandoned or repurposed warehouses. In Flux aims to show this merging of the old and new, representing this gradual merging with subtle thick and thin strokes.
IN FLUX CHARACTER SET
TYPE SPECIMEN BOOK
