For our client Positive Brand, New York City, we researched, developed and delivered our favorite matter - custom typography. It's rare nowadays a client to realise the power of custom, fully owned, unique typeface and how this may influence the overall brand communication context without being over-imposed, and still be present and ownable. The Positive Brand's client is the biggest US producer of car and truck batteries and the target was an engineeringly sophisticated typeface with straight volumes and simplistic appearance. The result is Searcy - 8 weights typeface consisting of ExtraBold, Bold, Regular and Condensed all with Italic pairs. To achieve this we conducted inner teams testing, geometry verification and density analysis. The final letters set includes Spanish and French ligatures besides the default Latin set.
What we did:
– inner teams custom testing and analysis;
– global typographic custom research;
– custom typeface concept;
– custom typeface design and development;
– full ligatures letter set for Latin, Spanish and French.