SFCD is a digital product agency that combines strategy, design and engineering to create world-class mobile and web apps.

Completed in 2014

sfcd.com

A new formation

New name

We have been known as SoftFacade since 2007. After seven years of perfecting our process, we set out to define a brand that better represented our global DNA and our evolved approach. We were on the hunt for a new name that would underscore our focus on beauty and simplicity while respecting our roots.

We are now SFCD, a global agency that continues to create the most beautiful software.

2007
2014

Website

We didn’t want our new website to be a cacophony of current design trends. Instead, we wanted to build a presence and a foundation that would function as a tool for publishing our latest work and introducing our philosophy.

The website itself is simple yet remains flexible. It proclaims utility and minimalist aesthetics, downplaying decoration in favor of information.

Screen agnostic

The website is based on an 8-column grid, which brings order while still giving us freedom to present information in many ways.

With layouts created across five breakpoints, content can be adapted to every type of screen. We don't use any resource-heavy scripts to ensure optimum performance on as many devices and browsers as possible.

1

2

3

4

5

6

7

8

Typeface

For us, typeface is an indispensable design tool as meaningful as images and videos. At first, we picked Gotham by Hoefler & Frere-Jones which had a distinctive New York character.

Although it met our requirements, we decided to switch to Helvetica Neue as a more neutral alternative. Helvetica was ubiquitous in New York and deeply ingrained in the city’s culture and history.

Later though, we came across the digital reincarnation of Neue Haas Grotesk, a font in which many subtle and very important design nuances, abandoned in Helvetica, have been preserved. It was just right.

Our new logo and all the copy on our website is set in Neue Haas Grotesk. We were particularly fond of its elegant cedilla and decided to keep it in the logo as a tribute to our original name.

Gotham Bold
Hoefler & Frere-Jones, 2000
Neue Helvetica Bold
D. Stempel AG, 1983
Neue Haas Grotesk Bold
Max Miedinger and Eduard Hoffmann, 1957
Christian Schwartz, 2010

Glyphs and spacing

We feel Neue Haas Grotesk outperforms Helvetica by showing consistency in letter spacing and better positioning of additional characters. Its bold personality and signature look won us over.

Neue Haas Grotesk (top), Helvetica Neue (bottom)

Stylistic alternates

We used some stylistic alternates available in Neue Haas Grotesk to achieve an original and minimalist overall appearance.

Regular and tailed “a”
Regular and straight-legged “R”
Regular and modernist cedilla

Cedilla

The Cedilla has always been our signature element and we explored a few custom versions along the way.

Original cedilla from 2007
Gotham's standard cedilla
Custom cedilla based on Gotham
Custom cedilla based on Helvetica
NHG's modernist cedilla

"What's past is prologue"—Shakespeare

Colors

We are always mindful of colors and whenever we apply them, we do it thoughtfully. Here, we use black and gray for all the text, red to draw attention, and blue to highlight links.

Visuals

Images and videos are powerful tools for visual storytelling. All the visuals on our website serve to convey our company's philosophy and skill. You won’t find a single icon or a photo that is purely for decoration.

The only rule we aim to follow when it comes to showing our work is that the presentation should always be honest and meaningful.

More projects

Studio

SFCD: a new formation