Infoletter March 2006
A football club's brand is an emotional affair. Old ones like Tottenham Hotspur FC are deeply traditional and have a fan base spanning generations. The fan base identifies with the club badge and the kit's colours. These set them apart from others and are a great source of pride and sorrow, depending on how the season develops.
Premiership football is also a business and alienating the fan base with insensitive treatment of their team's brand could be financially disastrous. However, times are changing. This traditionally male bastion, where fathers take their sons, where strong friendships are formed, is evolving into entertainment for the whole family. Edinburgh design agency Navy Blue was tasked with modernizing the identity of Tottenham Hotspur FC to reflect these changing times and to make it more attractive to the female audience.
Of course, the badge – a cockerel standing on a football – had to be kept. But the typographic elements, such as wrought iron style 'THFC' and two prancing lion illustrations had to go. Navy Blue concentrated on redrawing the cockerel, whilst Dalton Maag designed a typographic identity that would be used with the illustration and could be applied to a variety of other applications such as merchandise and signage.
The resulting new identity for Tottenham Hotspur FC is a significant step forward. It does away with faux Victorian typography, and the cockerel now looks alive, rather than something about to be thrown into a stew.
Möbel Pfister is one of the oldest furnishing retailers in Switzerland. The name is synonymous with furniture – and attributed with being old-fashioned and expensive.
The new visual identity dispels this misconception once and for all. It has repositioned the company in its market and now ensures that the values are communicated correctly: contemporary, progressive design and excellent client service.
This is achieved with the new logo and more importantly with the reduction of the name to Pfister. The logo, crafted by Dalton Maag under the direction of Külling & Partner uses an open and friendly lettering style, making use of subtle and interesting details such as the fi-ligature. But to simply create a new logo and colours is not enough; Pfister chose Dalton Maag's InterFace to be its corporate typeface. To ensure that everyone uses the correct typeface for all internal and external communications, the fonts were renamed "Pfister InterFace". Furthermore, Dalton Maag provided some customization to ensure that the fonts worked as expected with some of the proprietary systems in use at Pfister.
The new identity was revealed at the beginning of February, not in dribs and drabs, but all at once. This is a commendable achievement considering the size of the company and the variety of applications. We are confident that the new identity will prove successful for Pfister.
For a number of years we have created OpenType fonts, but it's only now that we have found the time to concentrate on developing our own type library. Over the coming months we aim to add more typefaces and expand on our existing font families with additional styles and increased language support. But before going headlong into designing, we have established our own new standards to help make our internal design and production more efficient and reliable.
The new standards mainly affect character sets. In the future our updated fonts will all have a minimum character set. For some of the characters, such as fractions and text numerals, we have built OpenType typographic feature tables. OpenType-aware applications such as Adobe Illustrator and InDesign can easily access these characters by choosing the appropriate feature. Some foundries would call such a font 'Pro', but for us it is 'Standard' because we believe that this is what's required of a font in 2006. Naturally, some typefaces may have more characters and features available. For this reason we have developed other font sets:
Typo – Besides all the standard characters and features, the 'Typo' set includes, as a minimum, true Small Caps, matching numerals, currency symbols, punctuation. Depending on the style of the typeface it may also contain Old Style numerals, additional ligatures, Swash characters etc.
Cyrillic, Greek etc. In addition to the standard set, these fonts contain Cyrillic, Greek or other languages that we have designed. Adding Cyrillic characters to all our fonts is one of our main priorities and we hope to have a design and production schedule ready in the near future.
Corp – This is our corporate character set. Some fonts may have all of the above sets available. Corp will bring them all into one big font file. This set is particularly interesting for international corporate users that have particular need for language support.
Where different sets are available we provide PDF documents that show all the characters in the individual sets. This enables you to make an informed decision on which set you need. Of course, if you have any queries you are always welcome to contact us either via email or telephone.