Clif Bar font — very similar to Avenir Next, with a free alternative available — is the typography of the California-based, family-owned, organic energy bar company that has built its identity around a set of values — outdoor adventure, environmental responsibility, employee ownership, community — that are genuine rather than marketing constructions, and whose typographic choices reflect this authenticity by favouring the clean, functional, no-nonsense character of a humanist geometric sans-serif over the aggressively sporty display faces that competitors use to signal performance. The freely available Clif Bar Font Alternative channels this clean, outdoor-performance, values-driven sans-serif register.
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