Typographic personality

People tend to have their own particular handwriting, reflecting a certain mentality, personality and emotional state. Companies may use a specially developed typeface as their corporate handwriting, showing their character and positioning. But whereas a person’s handwriting cannot be changed and is a natural reflection of their personality, a corporate typeface is specifically designed and may possess characteristics that reflect the company’s ambitions. Typefaces may be developed for many purposes. They may serve as an extension of a brand or be used as a strategic intervention to raise brand recognition. However, by performing these roles, typefaces have developed their own specific values and character in the course of time. The first typeface developed by our agency – Wim Crouwel’s New Alphabet – reflects that time period’s revolutionary confrontation between man and machine in a typeface: how to develop and show personality by way of digital technique. Based on this first ...