Companies often like to create custom fonts to establish branding, and cat food subscription service Smalls is no different. Following in the footsteps of companies like Netflix, Samsung — heck, even Arby’s — Smalls has partnered with Oslo-based type foundry Good Type to create a font called Adieu Smalls.
The curvy font builds on Good Type’s Adieu as a base, but it takes inspiration from the way cats curl their tails to express emotions. “When a cat expresses interest, they form a slight hook at the tip of their tail. We applied this in the form of hooked tips to the ‘U’ and ‘E’ that break out of the ascender and descender of the characters,” Smalls lead designer Miles Barretto told Fast Company. “When a cat expresses pleasure, the tail…