James Smith

James Smith is a Senior Lecturer in Graphics & Illustration within the Art & Design department at the University of Northampton. As founder of Counter Foundry, he combines professional practice with academic research, specializing in contemporary type design that bridges historical traditions with digital innovation.

Smith's research explores parametric and generative approaches to typeface creation, with particular focus on OpenType technologies and modular systems. His practice-led investigations examine how typography functions within sports branding, political communication, and cultural heritage contexts.

Recent creative works demonstrate consistent engagement with collective identity formation through typographic systems, including projects responding to pandemic social dynamics and political movements. Commercial typefaces developed through Counter Foundry serve global clients including Real Madrid CF and Brighton & Hove Albion FC.