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 naturally infused in the terminals. A sharp diagonal 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.