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  "path": "/uses/74935/somo",
  "publishedAt": "2026-03-13T09:01:00.000Z",
  "site": "https://fontsinuse.com",
  "tags": [
    "forthandback.la",
    "Sotheby’s Motorsport (SOMO)",
    "Leto",
    "Ornamental & Title Type",
    "ABC Rom",
    "Dinamo",
    "case study",
    "Fonts In Use"
  ],
  "textContent": "Contributed by Eliott Grunewald\n\n\n _**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n\n\n\nL.A.-based studio Forth+Back have created the new brand identity for Sotheby’s Motorsport (SOMO), pairing **Leto** (Ornamental & Title Type) with **ABC Rom** (Dinamo). From the case study:\n\n> SOMO is reshaping automotive auctions by pairing its industry expertise with a digital platform built for modern collectors, making the experience more transparent and accessible than ever.\n>\n> Forth+Back was brought on to refresh SOMO’s identity with a system that feels sleek, modern, and aligned with the platform’s forward-thinking approach.\n>\n> Our studio introduced a new streamlined wordmark that is low, elongated, and designed to feel sharp and fast even when static. The expanded palette adds a bold hit of orange to a foundation of racing green and gold, supported by a range of tones that allow the brand to shift its voice depending on the moment.\n>\n> For the style guide, we selected a format inspired by retro driving manuals, offering clear and concise instruction with a functional, on-the-go sensibility.\n>\n> SOMO’s updated foundation extends into a flexible layout system that uses the physicality of the mark and strong blocks of color to frame logos, imagery, and key information across the brand.\n\n\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\n\n_**Source:  forthandback.la **Forth & Back. License: All Rights Reserved. _\n\nThis post was originally published at Fonts In Use\n\n* * *",
  "title": "SOMO"
}