Lantmännens new typeface was designed to directly connect to the brand. The sprout symbol, which has been used as Lantmännen’s brand element since many years is infused in the terminals. A sharp cut is used on ink traps and cross bars to bring the Clarendon style in to the future. A Sans Serif was also developed to accompany the Serif. LM Serif and LM Sans was designed in collaboration with Scandinavian Design Group.