FF Dax is a humanist sans-serif typeface designed by Hans Reichel, published by FontFont library. The typeface is popular in advertising and in marketing. Other designs, Barmeno and Sari, more bulbous cousins of FF Dax with curvier ends, have also been designed by Reichel.
The UPS Sans typeface, used in most of United Parcel Service branding since 2005, is a modified version of FF Dax. W.M. Morrison, the British supermarket chain uses FF Dax on most in-store promotional material, hanging product location signs, and points of interest around the store - such as special offers and two-for-one deals.
In 2005 Hans Reichel reworked FF Dax into a cleaner, more mature text face called FF Daxline.
Read more about FF Dax: Adoption