Dax (typeface)
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Dax is a sans-serif typeface designed by Hans Reichel. The UPS Sans typeface, used in most of United Parcel Service branding since 2005, was inspired by FF Dax.
The typeface was adopted in the United Kingdom by David Cameron in 2005 as part of the branding for his campaign for leadership of the Conservative Party. After Cameron was elected, the party was immediately rebranded, and Dax was used for a new version of its logo and across all its subsequent advertising, leaflets and website.
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