Inertia is a leading independent music company that represents a global selection of creative and forward thinking artists. After a decade of operations and constant growth, Inertia Music engaged Formist to re-design their original identity. In order to best represent a growing stable of departments and services, Formist created a custom typeface to help create an overarching company voice. In order to create a sense of harmony between the old and new elements, Activa was based on the forms found in the original trademark, resulting in a stylish sans serif typeface with unique curves and subtle angled terminals.