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Animal creates visual identity for Delhivery by showcasing the process behind logistics through distinct iconography and typeface.

Delhivery Visual Identity - Creative Gaga

The Brief

Delhivery is a Delhi based logistics business making its mark in the industry by being a full- stack program covering even the remote areas across the country.

 

They commissioned Animal, an independent creative agency to develop an identity that would represent the company’s dynamic workforce going hand in hand with technology to become the country’s finest B2B and B2C shippers.

Delhivery Visual Identity - Creative Gaga

The Challenge

Essentially, a brand identity is the visual showcase imbibing the personality of the business in conjunction with being impressionable to its customers. Therefore, it is very crucial to understand the ethos of the brand and its promise to the customers before delving deep into the aspects of designing.

 

Moreover, another major challenge is the brand’s positioning: a definitive need to stand out in a sea of established and traditional corporate peers.

Delhivery Visual Identity - Creative Gaga

To a layman, logistics is a mechanical industry delivering packages from point A to B. Thus, Animal taps into the implementation aspect of this complex operation in Delhivery to showcase the efficiency of the brand and what it is built upon.

Delhivery Visual Identity - Creative Gaga
Delhivery Visual Identity - Creative Gaga

The Solution

According to Animal, the starting point in creating the identity began by developing the catchy strapline: Small World. This everyday phrase encapsulated Delhivery’s ultimate quest and became the base for the progression that ensued.

Delhivery Visual Identity - Creative Gaga

Priding in its human-led machine-driven process, Delhivery wanted this to be effectively showcased in the brand design. Deciphering the complex operation of logistics into a simplistic visual device created by using tangram – an ancient Chinese puzzle that comprises of seven pieces within a square, Animal created an animated iconography demonstrating some of the invisible aspects of the everyday business in Delhivery to its consumers.

 

Each of the seven pieces twist and turn changing shapes to form the narrative. This portrayal humanises the mechanical perception of the business and is imprinted in all of its products and merchandise with their signature black, white and red colours.

Delhivery Visual Identity - Creative Gaga
Delhivery Visual Identity - Creative Gaga
Delhivery Visual Identity - Creative Gaga

A custom-made, bold, Neo-Modernist font of ‘Delhivery’ that leaves out a square at either corner of the wordmark depicts the origin and destination of each package with the brand itself symbolising the connecting path. This effective visual underlies the cutting-edge technology that the logistics company is known for in its efficient delivery system.

Delhivery Visual Identity - Creative Gaga

More details on the project at weareanimal.co

A Visual Identity is not just about aesthetics and appearance. It’s about communicating brand ethos with flair, and Design Stack does just that for upGrad.

Brief / Challenge

upGrad is an online higher education platform. It provides university education online for working professionals, especially those who are looking for a change mid-career. The e-learning platform vouches for its quality education through partnerships with renowned universities and brands. Hence, the brand positioning and identity needed to reflect a professional and premium tone that is in line with the brand offering.

Solution

Design Stack redesigned the visual identity to help translate the vision of upGrad to the branding. The requirement was to bring forth the idea of professionalism, career upliftment and a supportive and conducive environment through visual cues.

 

For this Design Stack uses curved lowercase letters teamed with an uppercase ‘G’ to convey professionalism and approachability. The up-pointing arrow in the watermark perfectly communicates how the brand empowers learners to correct their career courses. The arrow also gives a sense of positivity and optimism.

 

The striking red colour signifies the burning passion to make a positive change in life.

All the elements used in the visual identity come together to represent professionalism, warmth, positivity, passion and a promise.

Design Stack

A well-established branding and design studio based out of Mumbai specialises in creating relevant brand identity and communication through structured research, rigorous brainstorming and in-depth understanding of the brand consumers. Design Stack has worked with a wide range of industry verticals which include brands like TATA, Penguin Publishing, Cox & Kings, Asian Paints and more. The studio has also received numerous prestigious awards.

For more, visit designstack.com

Beard Design revamps a three decade existence by rebranding Value Research in a distinct design that is interactive by embodying the company’s persona in its office.

Rebranding
Logo
Rebranding
Logo Colour Options
Rebranding
Business Cards

Brief

A brand is made up of everything tangible and intangible to generate a wholesome experience. Its visual identity is an indispensable aspect to communicate the overall message, values and the promise to its consumer.

Rebranding
Book Design
Rebranding
Advertisement Design

Founded in 1990, Value Research is one of the most respected financial data and advisory firms in India. The company approached Beard Design studio to revamp its brand (rebranding) and create a visual asset library that could be applied to the company’s two main laterals: B2B business and Consumer business.

Rebranding
Rebranding

Challenge

Beard Design studio worked closely with Value Research for over six months to create an effective brand strategy and identity design that could be applied to all the collaterals of the company starting with their five-story office in New Delhi.

Rebranding
Space Design
Rebranding
Space Design

Instead of taking a conventional route of pasting graphics on the wall, the design implementation comprised of using mundane elements from the finance domain such as calculators, currency notes and ties as décor objects. Paying attention to every detail, the furniture, signage or space designed acts as an exhibit of the company’s identity.

Space Design

Solution

By creating various visual interests within the office that highlights the brand’s personality, the design successfully embodies the company’s values through its distinct narrative and style.

Some of the main features include: the Bailout Wall in the cafeteria which is a collage of real objects such as the typewriter, radio, shoes, etc. synonymous with its paint, the logo walls which stand out in the elevator bays comprising of the company’s iconic symbol ‘V’ displayed in a grid using different materials and finishes, and even furniture that subtly incorporates the brand’s identity. These elements as a whole make a compelling statement, constructing the essence of the brand piece-by-piece, thereby being the voice of the business to its consumers.


Client: Value Research
Agency: Beard Design
Solution/Expertise: Rebranding and Space Design

What happens when a brand like Nirlep, that has been a pioneer in non-stick cookware since 1960, approaches you to revamp its identity after 27 years? Well, they win the first ever Designomics Award for Strategic Brand Identity Programme. They are also able to bring in 50% more revenues. Here’s how Elephant Design did it for them.

Brand Identity

Step 01

The brief was simple. Nirlep has been actively developing products for the modern lifestyle of young couples who look for convenience and style at affordable prices. The objective was to update the brand identity to reflect this new dynamism. Through a series of workshops and interactions with the leadership team at Nirlep, an idea web was articulated to outline what the brand stood for. The sessions helped in understanding and revealing the company’s strengths, product attributes, user requirements and their aspirations.

Brand Identity

Step 02

The design process began with numerous quick pencil sketches to bring ideas to life. These were then discussed internally and whetted based on contemporary appeal, differentiation against competition, building product attributes and highlighting company legacy.

Brand Identity
Brand Identity

Step 03

The shortlisted ideas were then taken forward to the next stage which involved creating digital sketches in black and white to gauge visual balance and relation with typeface. Some ideas developed further into newer interpretations while some were visually enhanced.

Brand Identity

Step 04

The concept that emerged as a winner was the one inspired by a pan-shaped form which also symbolized a leadership badge. Various explorations were tried out at this stage within the selected option. The colour red was retained to portray warmth and passion with which Nirlep products are conceived and created. The old American typewriter font was discarded for a custom designed set of letters, but the ‘all caps’ treatment was retained to reiterate the brand’s
leadership, confidence and trust.

Brand Identity
Brand Identity

Step 05

The new logo was compared to the old one. It is flexible and playful, just like their products. It signals the transformation of Nirlep from a userfriendly cookware brand to a comprehensive Kitchen solutions brand with global standards. The specially developed Logotype, Nulep, enhances the modern character of the identity. And the black badge, red wing, silver rim and logotype, come together to portray leadership, dynamism, sensitivity and stability of the company; everything the brief demanded.

Brand Identity

Step 06

Over the years, Nirlep has created several product brands that have become popular with diverse audience types. It was important that the new brand identity facilitated customization and flexibility for sub-brand extensions while retaining the presence of a strong mother brand.

 

The colorful renditions of the identity stand for innovation to delight young progressive consumers and connect with the sub-brand propositions – Aspa for partnering progress, Selec+ for lifestyle improvements and Acilis for eco-friendly materials and finishes.

Brand Identity

Step 07

Finally, logo variants were created for various printing and size limitations. These included simple gradient, flat colour, black & white and reverse versions.

Brand Identity

Step 08

An Arabic version of the identity was also created for their export business. The typeface was custom made to match its English version.

Brand Identity

Step 09

The new Nirlep identity was showcased through the brand book that detailed the brands journey to fit the lifestyle of young Indian couples.

Brand Identity

Step 10

The new brand identity was made widely visible by launching through various media both outdoor and in-shop.

Brand Identity
Brand Identity

Step 11

The old Nirlep logo was replaced by the new one on every product, completing the journey from paper to metal.

Published in Issue 19

A typography special, made up of not only Indian type designers or designers whose first love is type, but also few very talented international designers who open a totally new playground with sharing their insights and inspirations. This issue has exclusive interviews with Lucky Dubz Trifonas from Netherlands, Indian UI & type designer Sabareesh Ravi and Shiva Nallaperumal, who believes, type designers are the material providers to all the creative professionals. Also, includes a special making of Nirlep rebranding done by Elephant Design and an interaction with the ace product designer Aman Sadana.

 

Order Your Copy!

A brand is like a living being, as it grows and evolves in response to the audience and the environment. Rebranding is like the shedding of old skin in lieu of a new, improved and relevant one. Let’s look at 10 successful rebrand case studies.

1. Animal Planet

 

Animal Planet is loved world over for bringing people close to the wonders of the animal kingdom. Their universal message required a universal and fun logo that transcends all platforms. Chermayeff & Geismar & Haviv recreated a new mark for Animal Planet that embodies joy and is universal.

Logo
Logo

The detailed Rebranding Case Study here

 


2. Easyday Club 

 

Rebranding a well-established company, giving it new additional values and sustaining it of its exceptional worth in the eyes of its customers is not an easy task! Elephant Design has successfully achieved this in its encounter with Easyday of the Future Group.

Rebranding
Rebranding

The complete Case study is here.

 


3. Evernote 

Sometimes reworking on just a few elements of the already existing package of multiple things and leaving the rest as they are proves to be successful. DesignStudio used a similar theory to rebrand Evernote as a brand.

Evernote
Evernote

More on Case study here.

 


4. Mailchimp 

 

Mailchimp, a successful marketing company, announced a rebranding that stands out while staying true to the essence of the company.

Rebranding
Rebranding

Detailed Case study

 


5. Ogilvy 

While we know that change is an integral part of life, David Ogilvy strived to make his company, “Ogilvy”, better and prepared for the future, by seeking certain changes. COLLINS, a brand design company, stepped in and created perfect strategies for Ogilvy in the form of rebranding, and also for its fundamental work environment.

Rebranding
Rebranding

A complete Case study is here.

 


6. The Ruby Mills

Polishing century-old successful brand values to be in possession of a fresh and refined visual identity for ones’ clients and competitors is a must-do these days. ‘The Ruby Mills Ltd’ aka ‘Ruby’, rebranded in collaboration with Elephant Design, is a perfect example to follow.
Ruby Mills Magazine - Creativegaga

A detailed Case study here.

 


7. Slate

Slate, an online editorial, partnered with Gretel, a New York-based design studio to redesign the way they work and build much more than just a new look.

Rebranding

More details on Case study

 


8. Tumblr

A typeface is not just the namesake of a brand. It instead reveals the brand’s story, indicating its nature and rendering it tangible for its users. Tumblr is one such illustration, illustrated by Dinamo.

Typeface
Typeface

Find a detailed Case study here.

 


9. Uber

In a want to make the UI and the internal functionality of the brand as easy as the services the brand provides to its users through its app, Uber teamed up with Wolff Olins to create their dream brand system through rebranding process.

More Details on Case study

 


10. Dunkin

 

Dunkin’ is a now single as ‘donuts’ has officially been dropped off from its previous name. Nevertheless, the team of Jones Knowles Ritchie put their creative caps on and worked hard towards transforming the brand in such a way that the exclusivity remains pristine.

Dunkin
Dunkin

The complete Case study is here.

Related Rebranding Case Studies Articles:

• Interesting Rebranding Case Studies
• What is the Right Time for Rebranding?

Dunkin’ is a now single as ‘donuts’ has officially been dropped off from its previous name. Nevertheless, the team of Jones Knowles Ritchie put their creative caps on and worked hard towards transforming the brand in such a way that the exclusivity remains pristine.

Dunkin

Brief/ Challenge:

A company that is a synonym for providing the best coffees and donuts all over the world, for over 50 years, knocked at the door of Jones Knowles Ritchie for a re-establishment of its brand. While the font and the pink and orange colors make the branding unique, it was a challenge for the team to revamp the brand in a way that the distinctiveness remains intact.

Dunkin
Dunkin

Solution:

Along with tweaking the overall look of the brand, the company even dropped ‘donuts’ from its name and switched it to just “Dunkin”. Just like coffee is associated with donuts, sweet with savory, cream with sugar, Dunkin’ is associated with its signature Frankfurter font and pink and orange colors. Acknowledging the importance of these prime features, the team of Jones Knowles Ritchie struck upon an idea to update the font itself.

Dunkin
Dunkin

They developed a custom update of Frankfurter called Dunkin Sans by adding a serif inspired by Dunkin’s use of Souvenir in the 1970’s. A combination of this newly customized typography and the old colors resulted into a new presentation of the brand by giving a modern twist to the former logo. While the team wondered as to why Dunkin’ even required that bit of jolt, they were quite successful in creating something that captured the nostalgia of the brand which lies in the hearts of millions of Dunkin’s loyal fans.

Dunkin

“America runs on Dunkin” turned out to be amazingly true when over one billion impressions in the first 24 hours of the release of the amplified brand, helped Dunkin’ become a US trending topic on Twitter. Jones Knowles Ritchie was a major source that assisted Dunkin’ to get on “First Name Terms with America”  which also resulted in immense coverage that included The Late Show with Stephen Colbert on CBS, The New York Times, Esquire, The Guardian, Buzzfeed, Forbes and more.

Dunkin

Slate, an online editorial, partnered with Gretel, a New York based design studio to redesign the way they work and buildmuch more than just a new look.

Rebranding

Brief

Launched in 1996, Slate is a general-interest online magazine offering analysis and commentary about politics, news, business, technology, and culture. It has also published podcasts since the beginning of that medium and now hosts more than fifteen different ones.

 

According to Slate’s Design Director, Jason Santa Maria, it was clear on the first appraisal that Slate had fallen into disrepair over the years, lacked a cohesive visual voice and was in dire need of a re-design/ rebranding. There was an absence of ‘Slateyness’, a term understood only by the internal team at Slate and this needed to be expressed visually, to the viewers, in a way that lived up to the tone and quality of the journalism.

Rebranding

The challenge wasn’t about just rebranding or re-designing the website. Slate wanted to re-design the way they worked, they wanted to build a process for working together that brought everyone to the same table-editorial, design, development, product and sales.

 

For a solution, Slate’s in-house design group collaborated with the New-York based design studio, Gretel and introduced a new identity and an online presence.

Rebranding

Solution

Slate defines itself as an editorial that is reliable and filled with wit and curiosity. Wanting to use these cues in their visual expression, they have adopted a variety of styles infused cohesively.

 

Gretel helped Slate establish a unified conceptual approach to their design work, in addition to all the needed artifacts like logos, colour, type palettes and a design tool-kit.

Rebranding
Rebranding

The Multi-faceted Existence 

Slate exists in various places like their website, on social platform, as a podcast app and also at public spaces hosting live events.

 

The redesign process started from a small but an important part, a corner of their online journal. They rolled-out of a new article design unlike a typical Slate story. It had an airy layout that gave clarity to the text, with new typefaces and colours, and it was published entirely outside of their CMS.

Rebranding
Rebranding

The Re-thought Features 

The rebranding/ re-design was based on the idea of layering and revealing, a visual strategy applied to the identity and website.

Rebranding
Rebranding

Logo 

The new logo was designed as a bold, uppercase wordmark with the distinguishing mark of a cut-off “A”, a nod to the idea of discovery. This gesture of revealing and uncovering expands to the language of the family of Slate products.

Rebranding
Rebranding

Article-Layout 

A technique of layered ‘slates’ was devised bring structure to article layouts and reveal the story for the viewer as they scroll the page. Their visual research led to the creation of layers such as noise, microfiche, zoom-ins and handwritten scribbles.

Rebranding
Rebranding

Illustrations 

To inject the wit and whimsy that’s so true to the voice, a photo-illustration style was created to replace stock photography and instantly bring ‘slateyness’ to an article.

Rebranding

Typography 

New typographic styles were introduced that sought to represent different textures of news and piles of press clippings with fonts that could be both illustrative and functional assets. This was achieved by paring a Serif, Register, for headlines and a Sans-serif, Retina, for body text.

Rebranding
Rebranding
Rebranding

Colour Palette 

The only thing retained from the old Slate was the tone-of-voice and the maroon colour with a sight tweak. An additional palette of bright colours served as an aid to navigating sections.

Rebranding
Rebranding
Rebranding

Conclusion 

The redesigned slate features elements that overlap and pile on top of one another, the editors’ hand scribbles emphasizing a point or creating marginalia and a stylised illustration method.

 

Slate’s story-making process was visualized with a language that feels like sifting through the news, looking for hidden clues and cracking the code that blows open the case, thus providing the viewers with the missing‘slateyness’.

Rebranding
Rebranding
Rebranding

Client: Slate
Agency: Gretel Design Studio
Solution/Expertise: Rebranding

While we know that change is an integral part of life, David Ogilvy strived to make his company, “Ogilvy”, better and prepared for the future, by seeking certain changes. COLLINS, a brand design company, stepped in and created perfect strategies for Ogilvy in the form of rebranding, and also for its fundamental work environment.

Rebranding

Brief/ Challenge: 

The world is rapidly propelling towards change, with an influx of new technologies, machine intelligence, prominent channels, and empowered consumers. Realizing the need for a creative shift in his advertising company, “Ogilvy”, Mr. David Ogilvy asserted that “Change is their lifeblood.”

Rebranding
Rebranding

Since even the advertising industry is growing and transforming swiftly, COLLINS took up the challenge of developing a new, future-facing version of Ogilvy. By putting their artistic ideas into action, COLLINS initiated a transformation and created a fresh way of working and a brand new vision for the future of the company.

Rebranding
Rebranding

While Ogilvy was already in a process of streamlining the company, COLLINS decided to provide its own spin to Ogilvy’s old style and design an innovative rebranding for their future. Coincidently, both the companies shared a relationship prior to working on this project, which strengthened their association.

Rebranding
Rebranding

Solution: 

While Ogilvy has a creative network of offices around the globe, they realized that change is inevitable to meet the prerequisites of the future ahead. To bring a shift in the company, they removed internal divisions and obstructions so as to provide a clear path for adopting new measures.

Rebranding
Rebranding

COLLINS developed an interesting strategy of removing all barriers and making the objectives of the employees to unite as a single workforce for the company. Regardless of the individual’s particular skill set, they would perform in order to increase the overall creativity and productivity of the company.

Rebranding
Rebranding

The uniqueness of a company comes through its visual appeal and the overall vibe it emits. The previous logo of Ogilvy had a connection to its history, which COLLINS revamped and presented as new in the form of rebranding. As their strategy depicts, they modified the new logo from David Ogilvy’s signature, which was his trademark, to Baskerville, which represented the mark of many people.

Rebranding

Adapting this approach in their new set of developments, they chose two custom typefaces – an updated Baskerville and a modern sans serif for their logos and other readable modules. This improved the legibility in both fronts – digital and analog. Along with these considerable changes, a dynamic colour palette created a noteworthy impact of all Ogilvy materials, while an update in the linguistic standard brought about accurate developments in the company’s voice.

Rebranding
Rebranding

David Ogilvy vouched for change and made his company thrive higher with the inputs that COLLINS provided. A perfect blend of the past with the present and also its future aspirations, gave Ogilvy a transformation in all aspects and prepare itself for their further growth as a creative and advertising company.

Rebranding

Client: Ogilvy
Agency: COLLINS


In a want to make the UI and the internal functionality of the brand as easy as the services the brand provides to its users through its app, Uber teamed up with Wolff Olins to create their dream brand system through rebranding process.

Brief

Uber is a tech start-up connecting riders and drivers that turned into a global mobility platform in a short and quick span of only eight years.

 

Having embraced new and future modes of transportation—from bikes, to tuk-tuks, to flying cars, it needed a holistic brand system that was instantly recognizable, works around the world and was efficient to execute, accommodating all of its needs and services within.

Solution 

Wolff Olins partnered with Uber to reimagine how the world moves, creating a system that connects with all modes of transportation, in all places, for all people—including internal Uber teams. The project was an intensely collaborative effort between Wolff Olins, the Uber Brand Experience Team, and MCKL Type Foundry.

For All Places

With Uber operating in 660+ cities and having its highest growth areas in regions outside of the US, such as Latin America and India, the brand had to have a system to be able to work globally.

 

Keeping this in mind, Wolff Olins adapted a universal ‘beyond-simple’ global brand instead of pursuing a complex identity system, localized through colour and pattern. This universal system gave teams the freedom to make it relevant to their audiences with culturally specific content.

For All People

With a new wave of leadership at Uber came a renewed commitment to safety which until now was product-driven. But safety was a much larger context. It was the brand’s need and requirement to speak equally to riders, drivers, and employees, which led to answering the question, “What does safety mean for different people at different times?”

 

This resulted in the introduction of Safety Blue to the colour palette. It’s unique to Uber and meant to be used sparingly to indicate important moments of support, care or connection between the user and the brand.

For All Teams 

The decentralized nature of Uber’s operations meant the company needed a system that could be easily implemented by a wide range of practitioners around the world in a broad spectrum of digital and physical applications. The system isn’t just for marketing designers, but for product teams, customer service, and beyond. Its success depends on how useful teams find it.

 

This required brand system of Uber is made up of nine elements, each one explained below.

Logo 

A wordmark instead of a symbol, the logo is approachable, easy to read, and takes full advantage of the name recognition. Optical kerning, refined weight, and defined clear space, as well as well-delineated placement in relation to other content, all help to make it as instantly recognizable as possible.

Composition

The composition system is elegant in its sheer simplicity of use —  it creates a subtle “U” wherever it appears.

 

By defining the grid based on the logo, the system stays flexible and beyond easy to apply. The U-frame optimized for content is used for hoardings, billboards and other advertising formats.

Typography

The typography is as unique and easy to use as Uber is.

 

Inspired by the world’s best used transportation examples, it was designed to maximize its impact across all applications while keeping it easy to read, own-able, and highly recognizable.

Iconography

The icons are inspired by global transportation iconography and drawn from the same shapes as their typeface, creating a seamless system from text to icon.

 

The arrow is part of the iconography but can be used in copy as a shorthand between destinations, whether geographic or states of mind.

Colour

A tight colour palette, dominated by black and white, draws on the colours used in global navigation.

The high contrast of black and white, the primary colours of Uber’s palette, make the text as legible as possible.

The use of a set of bright secondary colours makes the UI interesting.

 

The Safety blue, unique to Uber is used sparingly to call out moments of support, assurance and other important interactions between a user and the brand.

Motion

The motion system expresses the simple and easy movement that Uber makes possible. In an attempt to create a completely own-able motion system, the broadcast packages and the key motion states within the product are aligned in a manner to have just one set of motion principles and base motion states.

Photography 

The photography inspires Uber’s audience of young and old, partners and customers, local and global. It builds on how it feels to move from motivation at point A to the emotional payoff of arriving at point B.

Illustration

The illustration draws from Uber’s logo and the transportation language inspiration of the typeface. Simple shapes, clean lines, limited colour and heightened reality give the illustrations a branded feel and make it easy to understand at a glance.

Tone of Voice 

Uber’s global tone of voice focuses on the mindset they share with their users: they see the world as it could be and work to make it a reality. Beyond word choice and style choices, Uber’s tone of voice focuses their belief in putting their audience first.

Conclusion

Built from stakeholder input from around the world and tested on the ground with creative teams, Uber’s brand system is simple, flexible, and globally recognizable.

 

The learnings of what the business needed globally during a period of transition were used to drive their work of creating a brand that both served their business and engaged the audience.

A typeface is not just the namesake of a brand. It instead reveals the brand’s story, indicating its nature and rendering it tangible for its users. Tumblr is one such illustration, illustrated by Dinamo.

Typeface

Brief

Doug Richard, Tumblr’s Creative Director, was on the look-out for a change in their typeface that could work for their app as well as account for all of their brand and product design needs to universalize the brand collateral. The need was for a typeface that would be purely functional for UI, with a flexible personality across brand materials.

Typeface

The requirement was for the kind of a typeface that was neutral enough to represent a diverse mix of communities, individuals and interests, would compliment the logo and also differentiate them from competitor products and brands.

Typeface

Solution

Looking at the typefaces matching the requirement list, Tumblr decided on using the typeface Favorit offered by Dinamo and customising it to their specific needs.

 

Favorit has a friendly yet commanding presence that successfully balances foundational sans serif attributes with assertive, contemporary geometry.

Typeface
Typeface

The Favorit-Tumblr 

Dinamo, a swiss type design agency, in collaboration with Tumblr, worked on Favorit, cut new characters, interpolated new weights, introduced new punctuation and scaled its overall appearance to successfully create Favorit-Tumblr, a 4-weight, 16-style typeface that was functional yet expressive and matching the requirement criteria.

 

The Favorit Tumblr family offers screen optimized weights in both the Standard and Lining versions with corresponding italics ensuring flawless legibility.

Typeface
Typeface

The Favorit-Tumblr Lining

The lining weight interacts with the font’s descenders in a playful but methodical fashion, which has been particularly useful across product explorations; allowing to differentiate usernames, hashtags and links from other words.

Typeface
Typeface
Typeface

Favorit-Tumblr’s Lining style contextually merges characters with an integrated underline to create new shapes. By default, it’s ideal for simple text highlighting, while with the “Rock’n’Roll” feature enabled it merges all initial and final word characters with the underline in a more exaggerated way.

 

The Favorit-Tumblr styles feature distinct glyph amendments like: custom cut characters, two sets of circled numbers optimized for in-app use, in-line logos, expressive alternative quotation marks and redesigned ligatures.

Typeface
Typeface
Typeface
Typeface

The Tumblr Logo

For the logo, the “t” and “r” characters were re-cut to stylistically align with defining attributes of the custom typeface. Other letters received more subtle updates; cleaning up overly nuanced attributes and bringing a more architectural feel to the mark.

 

Optimizations such as the elimination of curved intersections, helped to optimize the logo for small screens without losing its essence. A strategical step to remove the logo’s period allowed the logo and typeface to seamlessly integrate across all naming conventions.

Typeface
Typeface
Typeface
Typeface

Conclusion 

Tumblr began quietly implementing first cuts of the font in June of 2017, while its evolution was still in process over the following year, allowing it to mature alongside their visual language.

 

In June of 2018, Tumblr rolled out the new logo, soon to be followed by the full-scale implementation of Favorit-Tumblr across all their web and app products.

Typeface
Typeface

Client: Tumblr
Agency: Dinamo
Creative Director: Doug Richard
Art Directors: Erik Blad, Alessandra Bautista
Designer: Julianne Waber
Typeface Design: Johannes Breyer, Fabian Harb, Robert Janes
Mastering: Chi-Long Trieu