Bord Bia, the Irish Food Board, promotes the Irish food, drink, and agriculture industries throughout Ireland, EMEA, Asia, and the US. Their websites, reports, and library of research publications provide technical information, market insights, and guides to sustainable practice for producers and consumers all over the world. So their 2020 rebrand, led by DesignWorks, had to support an extensive international publishing program. Management agreed to commission a purpose-built typeface for the job. What Signal came up with is Bord Bia Sans, a two-weight humanist sans serif featuring open apertures and a soft finish. It’s designed to be practical and businesslike, though with a touch of the organic, and highly readable in a wide range of languages, including Vietnamese. And it harmonizes with a new Bord Bia wordmark, produced in collaboration with Signal.