Infoletter: March 2011
Nokia is one of the world's leaders in mobile phone communication, but recently it has been experiencing tough competition. Nokia decided that their existing font family was dominating their brand and beginning to look dated. We were able to provide them with a new font that was not only versatile, but reflected the desired attributes of simplicity, clarity, functionality, and beauty of form – in short, Pure. You can read more about it in our in-depth case study.
Having designed a number of Arabic fonts for our custom font clients, we decided that it was time to apply these skills to our own font library. Starting with the Arabic design originally created for Barclaycard's specific customization of Co, we reviewed and adapted it to the different uses of Co Headline and Co Text. The two uses required subtle changes to spacing and weight, but a number of glyphs changed shape completely, as happens in Latin script.
Foco is one of our most popular font families, so we decided to make it more widely accessible by extending the design to Cyrillic and Greek. During the design process we also took the opportunity to review the original Foco Standard Edition and added an alternate, more traditionally-shaped '@' symbol, responding to requests from existing users. If you have already purchased licences for Foco, you can download the updated file, free of charge, from your download area.
Almaq is the newest addition to our Exclusives font library. This family contains two styles, Refined and Rough, both in a heavy weight aimed at punchy headlines and titles, in print and on the web. Remember that our EULA allows a mixed usage; for example, a basic five user license can be split into three licenses for desktop users and two licenses for up to 2,000 unique web visitors per day.
As with all Dalton Maag Exclusives, please contact us if you'd like to discuss OEM and volume licensing, or font modifications.
With over 3,000 stores across Brazil and ten other countries, O Boticário is the world's largest chain of perfume and cosmetics retailers. It sought a fresh visual identity to keep up with the changing profile of its customers and was working with FutureBrand to achieve this. FutureBrand selected our Foco font family for its friendly beauty, a key requirement for the display font in the new identity. To give it that special touch, and to make it Boticário Foco, we worked closely with the FutureBrand design team exploring varying terminals and contrast adjustments. We used the letterforms of the tagline 'Live all your beauty' as a test. The resulting design has softer terminals and a higher contrast that adds a warm elegance to the new brand.
The decision to modify Foco created an accessible solution, making every message count in Boticário's identity with a single font style for display. Along side this, our Effra font family was selected for use in body copy because of its functionality and flexibility. Our Brazilian design team also worked closely with FutureBrand to refine the new logo, carefully crafting every letterform and each curve of the symbol.
During 2009 and 2010 the Swiss public broadcasting organization SRG SSR underwent major structural changes that meant that local and regional stations would be unified under a single identity. Bringing four distinct cultures under one umbrella, whilst making sure that each received equal treatment and respect was something of a challenge. This was less problematic where the various local stations were from one language region, but SRG SSR needed to treat German, French, Italian, and Romansh speaking communities equally. Each one had their own cultural needs and desires.
The problem that faced the client was that the German-speaking community is generally perceived by the others as dominant in all aspects of life. Accordingly, the new identity, driven by the German-speaking sector, had to be approached with great sensitivity.
We worked in close collaboration with the client, and with London-based design agency Dunning Penney Jones, to establish a contemporary lettering style for the broad range of logos for both TV and radio stations. We then created a font design, with two styles, that was sympathetic to the logo lettering.
In German-speaking Switzerland, the new typeface replaced an identity primarily based on Helvetica, and across the other regions it superseded a variety of designs. With the lettering of the logos clearly drawing away from a strongly Germanic look-and-feel, it was the French-speaking regions which embraced the change wholeheartedly. They were quickly followed by both the Italian and Romansh regions. The font design quickly gained acceptance due to its modern expression and coherent functionality across varied media, ranging from print to broadcasting.
The new identity has now been rolled out comprehensively across the entire organization. It has been so successful that SRG SSR has decided to commission further font styles to allow its new identity to be applied with even greater flexibility and impact. Throughout the entire process the Dalton Maag's design and engineering teams have aided the client in the decision-making process by providing functional alternatives that could be tested across the client's different environments.
If you would like to learn more about how Dalton Maag can help you and your clients to deliver distinctive, tailor-made typographic branding, please don't hesitate to contact us.