Grey Singapore creates multinational typeface to brand their global hub
April 28 2014, 8:40 pm | | 7 Comments
Grey Singapore has created a multinational typeface to be used by their global team.
Grey’s rational is that as they have a Singapore based hub to work with the rest of the world, it kind of makes sense to install a multinational team to do so. Not just a local setup running a global account, but a team that has got a clue about the world out there. So Grey invented a design tool to brand this team, and to communicate their mindset and vision – the world’s first multinational typeface.
7 Comments
Not sure what the purpose behind this exercise is, apart from being strictly symbolic or an awards entry….doesn’t look like a typeface that can ever be used in any readable form whatsoever unless its one letter on a tshirt or mug. Im not such a fan of things that are invented just for the heck of it. A typeface is a utility and should be judged on that basis. To use it as a decorative identity within the office…well thats interesting….rather than demonstrate how well integrated this unit is into grey, it hints that it is quite the opposite.
doesn’t look like a typeface that can ever be used in any readable form whatsoever….this font is more legible than your comment.
Im not agree with you Kelly; this is a display font that works well for big headlines and at the same time is a branding tool for a creative multinational team. I think this is a great idea and execution.
The maximum this typeface is legible for is words like’ TVC’….or ‘Activation Ideas’ or ‘Research Debrief’ or whatever it is you write on the cover of a presentation deck….regular copy…forget it…..very limited in application. But I like it on a tshirt which needs meaninglessbright colorful stuff to work.
Also, I’d like to know how many months this 120 character alphabet took…. and will be billing this directly or just working it into some existing clients fees?
This typeface is just childish at best. Looks like Grey Singapore has lots of free time in their hands.
They have designed some internal stationery and invented the slogan worlds first multinational typeface….only in advertising.
It’s amazing how much free time you guys have in trying to knock off work done by other people. Maybe if you work harder to have something decent to put up then maybe I can be bothered to criticise it.
I think this is good, does the job well and no, I am not part of this project.