Name: TypeTogether s.r.o.
Price range: $

Date: April 2025

Type Design: Go to Yorlmar Campos
Yorlmar Campos

Creative Direction: Go to José Scaglione
TypeTogether
José Scaglione

It can be hard to explain the branding power of fonts. While most people understand the value of a logo, the typeface that supports it works on a far more subtle level, well beyond simple wordmark recognition. Fonts deliver emotional impact; they evoke feelings and come loaded with a subjective charge that speaks to readers on many levels. These cultural associations are not built overnight; they are constructs that develop over decades, carrying historical connotations that are part of our collective visual memory. Fonts transfer these connotations directly to the brands that use them, shaping customer perception in a powerful way.

Of course, design professionals understand fonts’ potential very well. When the design team at 451° contacted us, they had already been working on a brand font idea for some time. Led by Ernesto Rinaldi, 451° is a renowned design studio that brings together branding strategy and technology, so they knew exactly what they were looking for. However, finding a retail font that checked all the necessary boxes proved challenging. After testing a range of options, they decided that nothing on the market quite fit the bill for their distinctive visual identity.

Many people mistakenly think custom typography is something only large corporations can afford, but there are many ways to create a custom typographic response. In this case, we suggested modifying an existing font instead of developing one from scratch—a strategic approach that produces an ownable brand asset with limited investment and much shorter delivery times. Building a typeface from the ground up is a significant undertaking, but modifying an existing one is faster and more cost-efficient. TypeTogether is experienced in advising clients on how to match budgets, goals, and timelines. Effectively, the lines that separate a retail font from a customised typographic solution are thin, and a few carefully considered changes can produce a big impact. This project is one such story.

The 451° team sought a grotesque sans serif with specific characteristics. We have several in our catalogue, but Tablet Gothic, specifically its widest series, was a perfect match in terms of horizontal and vertical proportions. Using that as a solid starting point, we began discussing the necessary changes. The shapes required some more stiffness, and we focused on removing the ‘forward movement’ that some round letters had to make them feel more static. This involved creating a new double-story ‘g’, a narrower ‘r’ and ‘a’, and changing the numerals to match the company logo a bit better. We also introduced round dots over the ‘i’ and ‘j’, which impacted punctuation and some diacritics, and created an additional hairline weight needed for titling in various digital and printed applications.

Sometimes there is that uniqueness. You only get it when you do it yourself. Well not us, but with help from TypeTogether.

Ernesto Rinaldi

The entire project took about two months to complete. TypeTogether produced a comprehensive package of 10 upright weights, from Hairline to Black, allowing for considerable versatility in terms of brand support. Additionally, we provided a version with very tight letterspacing specifically engineered for headlines, removing the need for designers to tweak tracking during typesetting. The 451° team uses the set of fonts enthusiastically and with precision, proving just how efficient a seasoned design team can be when equipped with the right tools.