![]() “The hope is that the Collection inspires those undergoing a rebrand to deeply think about the role typography plays in communicating their story and to connect in truly authentic ways. ![]() “After decades spent polishing their appearances, brands today are embracing their more human sides," he said. Pete-Clearwater International Airport and learn how you can save on your travels. Rhatigan explained that the difference was crucial: “Southwest Sans has more open forms, and some warmer, simplified shapes compared to Helvetica, which should make it easier to take in words at a glance.” Also, he said, by switching from a typeface as widely used as Helvetica, “even the simplest uses will display a touch of personality.”Ībbot, who collaborated with Monotype to produce a booklet about how typefaces can bring versatility and warmth to a corporation, said Southwest’s redesign speaks to a broader shift in the way that businesses interact with their customers. Looking for Low-cost, Non-stop Flights from the Tampa area Visit our St. Monotype’s Dan Rhatigan and Jim Ford designed Southwest Sans, an easy-reading face that is nevertheless a tonal shift from the ultra-neutral Helvetica face that Southwest had been using. The new icon was accompanied by a revamped typeface. The first stage was to replace its two separate logos: the “Winged Heart” and the “Take-Off” symbol (a plane in flight over their name) Their updates, Lippincott said, aimed for a modern look that also demonstrated that “despite its fun-loving personality, Southwest Airlines is a really buttoned-up operation.” Southwest wanted to capitalize on its reputation for humanity and customer loyalty while also making a new, visual bid to attract customers. According to Rodney Abbot, a senior partner at Lippincott (the storied agency that directed the change), the makeover was about “uncovering the true Southwest, not about creating a new Southwest.” As the craft of branding evolves and expands across all businesses, it's a textbook example of how companies express their values through design. ![]() The new logo and font, unveiled last September, were commissioned as part of the airline's “ brand refresh,” a redesign aimed at updating the company’s look without changing its overall tenets. Southwest Airlines recently got a brand new heart-and a custom typeface to match.
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