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Ridgeway Sans
Patagonia’s first custom typeface, Ridgeway Sans, was drawn by E Chester at BSPK as a variable sans partner to the brand’s Copernicus serif, with a quieter nod to the Belwe letterforms behind the Patagonia logotype. Internal brand design and design-systems teams replaced a licensed commercial family with this ownable voice, then rebuilt the global typography stack in Figma—primitive and semantic variables, responsive text styles, and a component migration across Salesforce, Shopify and WordPress properties. Stress-tested on the homepage and product surfaces before a staged rollout, the system cut style count roughly in half, raised accessibility toward WCAG 2.1 AA, and gave Patagonia a distinctive typographic voice for products and storytelling across print and digital.
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