Every is a media company and writer collective founded in 2020 by Dan Shipper, publishing a daily newsletter about technology and building software products. Originally launched as The Everything Bundle on Substack, the publication re-launched as Every in January 2021, moving onto its own homegrown platform. The name was chosen to reflect the company’s ambition to cover every industry, job role, broad theme, and niche interest. [1]
Design and History
Every’s visual identity was developed by Order, a Brooklyn-based design office founded in 2017 by Jesse Reed and Hamish Smyth. The project team included Hamish Smyth as partner, Garrett Corcoran and Emily Klaebe as designers, and Megan Nardini on operations. [2] The collaboration was documented publicly: Every’s podcast series “Talk Therapy” featured an episode in August 2020 introducing the initial conversation with Order’s team about figuring out the company’s visual identity. [3]
Order describes Every as “a subscription bundle of the best modern business writing” created by Nathan Baschez and Dan Shipper, noting that the collective rethinks traditional editorial and financial structures. [2]
Meaning and Symbolism
The identity draws on the history of business writing. Order developed a custom typeface inspired by the Palmer Method, a cursive handwriting style that became widely adopted as a business standard in the late 19th century. This handwritten brand language is featured in the logo, with a cursive “E” drawn to thoughtfully balance between the surrounding letters. [2]
The custom handwritten typeface includes four sets of distinct alternates, drawn to mimic the non-repetitive nature of handwriting. A collection of notations was also designed with the typeface to replicate handwritten notes taken in margins. [2]
Typography and Design
Order developed a custom typeface named after the Every brand, designed to sit inline with Signifier, a typeface by Klim described as “a brutalist response to 17th century typefaces.” Signifier was deployed as the primary brand typeface. [2]
Colors and characters differentiate between Every’s publications, with a range extending between expressive and refined to accommodate different themes in each. [2]
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