Typography pairings

AgTag  ·  Visual identity  ·  Step 01 of 05
Specimen sheet  ·  v1  ·  08 May 2026

Four pairings to weigh up. Each is built around the same content — the strapline, a setup line, a paragraph from the origin story, and a strip of farm data — so the only thing changing between cards is the type.

The brief says weight, confidence, utility; practical, hardwearing, cheeky; not corporate, not greedy, not disconnected. Anything thin, italic, or elegant is out. Pick the one that sounds like the founder talking, not a marketing person reaching for one.

ToneBritish, dry, plainspoken
Reads onWeb, mobile, QR sticker, gate sign
AvoidingInter, Roboto, Fraunces
LicenceAll four are free / OFL on Google Fonts
A Plex utility workhorse sans + mono companion IBM Plex Sans  /  IBM Plex Mono
Strapline
Keep track of your livestock movements. Tag it. Don’t blag it.
Head of cattle
142
Tags in field
1,308
Last sync
08:42
Movement ID
MV-0421
Body

AgTag was built by two people: a working farmer and veterinary surgeon, and a developer who grew up on farms in Wales and the United States. They built it because they needed it — between vet calls, school runs, and feeding 300 sheep.

It isn’t built for farmers. It’s built by them.

TAG-COW-0421 · Heifer · Field 3
B Slab workhorse characterful slab display + plain sans body Zilla Slab  /  Public Sans
Strapline
Share your compliance data with visitors. Tag it. Don’t blag it.
Head of cattle
142
Tags in field
1,308
Last sync
08:42
Movement ID
MV-0421
Body

AgTag was built by two people: a working farmer and veterinary surgeon, and a developer who grew up on farms in Wales and the United States. They built it because they needed it — between vet calls, school runs, and feeding 300 sheep.

It isn’t built for farmers. It’s built by them.

TAG-COW-0421 · Heifer · Field 3
C Market-stall condensed poster display + neutral sans body Anton  /  Hanken Grotesk
Strapline
Keep on top of your day-to-day operations. TAG IT. DON’T BLAG IT.
Head of cattle
142
Tags in field
1,308
Last sync
08:42
Movement ID
MV-0421
Body

AgTag was built by two people: a working farmer and veterinary surgeon, and a developer who grew up on farms in Wales and the United States. They built it because they needed it — between vet calls, school runs, and feeding 300 sheep.

It isn’t built for farmers. It’s built by them.

TAG-COW-0421 · Heifer · Field 3
D Modern grotesque variable display + neutral body Bricolage Grotesque  /  Hanken Grotesk
Strapline
Tag a tub, a gate, or a cow. Tag it. Don’t blag it.
Head of cattle
142
Tags in field
1,308
Last sync
08:42
Movement ID
MV-0421
Body

AgTag was built by two people: a working farmer and veterinary surgeon, and a developer who grew up on farms in Wales and the United States. They built it because they needed it — between vet calls, school runs, and feeding 300 sheep.

It isn’t built for farmers. It’s built by them.

TAG-COW-0421 · Heifer · Field 3