“Our prompt was that the font had to be an exact replica of the letters in the logo,” says Maag, who knew it would be a challenge due to its reverse creative process. “Usually you make the font and then do the logo,” he notes. Dalton Maag had 3 letters — R-I-O — and 4 figures — 2-0-1-6 — to use as a roadmap.
“You could say, we already have the letters ‘R,’ ‘i,’ and ‘o’ and we want to make letters that look like them, so we could just expand on them. But the tricky thing is that we can’t use the same letters because they might not connect, or have the same weight and proportions, as with the rest of the letters in the alphabet. So we started using different words — ‘passion’ and ‘transformation’ — that had multiple ligatures to see how one letter could connect and match with another.”
- Channel 4’s surreal new brand identity — By creative dream team of 4Creative, Jonathan Glazer, Neville Brody and DBLG.
- Sweden Sans — A national typeface meant to encapsulate fuzzy Scandinavian concepts — progressivism, authenticity, lagom (Swedish for “just the right amount”).
- …and other posts tagged ‘typography’.