My Way or the Ridgeway

Previously relying on Avenir Next to pair with Labour and Wait’s (formerly known as Village’s) Copernicus Serif, Patagonia has introduced a proprietary typeface designed by E Chester to better match Copernicus Serif (which he also designed). Named after Jennifer Ridgeway, Patagonia’s art director and photo editor for 35 years, Ridgeway Sans immediately has a huge impact… here is what the old site using Avenir looked like.