Inertia Music is a leading independent music company that represents a global selection of creative and forward thinking artists. The Inertia identity features a dynamic trademark and a custom typeface that achieve a sense of synergy by utilising the same stroke weight, curves and angles. The Inertia type features duel strokes that are visually inert—the strokes are allowed to make gentle parallel curves, but are forced to break and begin again when tighter joints are required. The Inertia typeface allows the company to clearly identify each of their departments, while maintaining a strong sense of identity.