![]() ![]() How do place brands utilize typography in their branding systems efficiently? This results in having each headline that is never quite the same, with different automations of special characters and combinations… a typeface that is bespoke to the user, and freedom to explore different variations. ![]() We worked with type expert Lewis Macdonald to help create the best algorithm of special characters, that automatically swaps out alternative vowels where they have already been used. Open Mind Display adapts and responds automatically, resulting in unique and flexible headlines as well as easy implementation. What was the most rewarding part of creating the typeface? It was then a technical challenge getting this to work we had to ensure the randomized Open Type features are usable on software ranging from Indesign to Powerpoint, meant significant testing and refinement in the font development process. Open Mind Display adapts to custom characters at random, yet carefully spaced intervals, substituting a standard base font with custom alternatives. We found the more simple characters had the most impact when in use.įinding this balance was also something we had to tackle when developing the typeface itself. This was a trial and error process of finding what worked and what felt too forced or detailed once in use. When designing the typeface, we went through lots of iterations of characters, testing them in headlines and seeing how they look as a whole. What was the most difficult part of creating the typeface?Īs this was an open typeface with custom characters, we had to make sure the typeface as a whole had the right balance between functional and playful. We explored different ways each character could come together and be formed, whether that was through UI symbols, such as the refresh symbol in the “G”, or the “L” that showed the collaboration on the island, or the “J” and “D” that showed a pixel effect. ![]() Each character was created to reflect technology or collaboration within the tech sector. We designed about 40 custom characters, including a full alphabet, alternative characters for vowels and numbers. This took around a month, from initial drawings in the studio to automating and testing out the best algorithm when in use. You created an entire bespoke typeface, Open Mind Display, for your work for The Isle of Open Minds. The typography brought a voice and intentions behind the headlines such as ‘Thinking IOT. Twists were made on characters to bring back to their ethos, such as the ‘L’ and ‘P’ to show networking and connections, while a glitch effect on letters such as the ‘H’ and ‘J’ provide a distinctly digital feel. With Digital Isle of Man, we wanted to design a typeface that is inspired by the concepts of technology or collaboration. How can typography alone showcase a brand’s ethos?īy bringing in aspects of the personality, references of the brand’s history, and what they stand for. seeing how a typeface stands without the logo and whether this reflects the place or branding system. A typeface with real character, personality, and style can help create impact and be memorable. Our work has a big focus on tone of voice and messaging to really connect with audiences. This meant creating a typeface that could make up the branding system to reflect the tech community. With Digital Isle of Man, we wanted to speak directly to tech founders to attract new businesses on the island. If the typography choice is built on strategy and ideas, I think this is effective to then evoke the brand’s personality, celebrate its history, and bring emotion from the audience. Typography can act as the glue to the different components of the branding system and bring together the meaning and voice behind the brand. ![]() What role does typography play in a branding system? I had the opportunity to speak with Mollie Kendell, Senior Designer at Lantern, to learn more about the type design process and how typography can help elevate a branding system. In addition, the design captures the island’s essence, especially the versatility of design pioneers who work within the metaverse by day, but are active and outdoors by night. Because Digital Isle of Man is centered around technology and collaboration, the typeface is designed to reflect its importance. Digital Isle of Man supports the island’s tech sector and helps to develop and implement strategies that support sustainable economic growth.īranding agency Lantern recently helped Digital Isle of Man refresh its branding system, including creating a captivating, bespoke typeface. The Isle of Man is a self-governing British Crown dependency in the Irish Sea between England and Ireland. ![]()
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