#7 Rebrand by Latinotype
Q1: Where did the idea for the typeface come from? Did you set out to address a specific use or suite of the application? Was this a design you’d had in mind for a while?
Ans: Rebrand started as a client request that was later canceled. The brief asked for a jovial and kind geometric typeface for titling, and a more serious companion for information design. That started a ping-pong of ideas with the design team looking to add joyful details that make it distinctive from similar design. We put a smile on the e, and began to give it a more human touch. We played with proportions and little details that give Rebrand a handmade appearance, that might express the gentle feelings of another human being.
Q2: What is the one or two most important things graphic communicators should know about the typeface, or how will the family of fonts help them create better design?
Ans: In addition to what the original brief asked from us, as Latinotype, we could not avoid adding our “Latin flavor.” We came up with a geometrical typeface – but one that is not a rational, cold construction, but one with human warmth and a friendly appearance. Our intent was that those who read Rebrand feel comfortable and friendly toward the client who is using it.