McQueen is the popular anti-hero with two faces. The display self is a contentious eccentric who lives determinedly and only according to his own laws.
The grotesque self is an ambitious individualist who confidently tears down conventions. McQueen is Swiss typography off the beaten grids.
Through the veins of the McQueen brothers flows the blood of three designers. Loris Oliver – who came up with the idea for the font – is a Swiss designer with an enviable talent for creating trends. He knows the ‘Swiss Style’ all too well but the search for his own appeals to him much more. Noheul Lee also lives in Switzerland but hails originally from Korea and brings with her a quiet yet precise tone to the typeface as befitting with traditional Korean culture. Katja Schimmel from Germany completes the trio and adds meticulous font engineering to the typographical mix.
McQueen Display actually reconciles the incompatible principles of enormous contrast and geometric shapes and results in an unexpected unity. McQueen Grotesk dispenses with its stroke contrast and in doing so, appears much more stable, but still retains the playfulness, dynamism and curves of its counterpart. In their own way, both McQueens testify to a strong, brave and cheeky character. The two different faces create tension and positive friction.
Both McQueens clamour for attention but with different game plans. Display is like a Lady Gaga outfit – showy and spectacular, fit for the stage. McQueen Grotesk, on the other hand, is more stealth and fashioned in the style of a fashionable Puma sneaker – in it for the long run, in other words extensive amounts of text. As in any good family, they like to spend time together, but equally allow each other to live their own lives.