The masthead typeface is Avenir Next paired with Nimbus Roman for the cover lines and other information. I chose Avenir Next because the circular bowls of the “B“ are reminiscent of steel being bent when exposed to heat. To reinforce the idea of blacksmithing, I overlaid the type to achieve a layered look that is often used in the practice. To accommodate the older end of the target audience, the type throughout is a few points larger than traditional body copy. All elements share the same color palette and typefaces to unify the brand including the website design.