The world of typography is a complex and enigmatic one, and one that sometimes feels a little impenetrable. So in Wieden + Kennedy Amsterdam’s work for travel site Booking.com it thought to itself, “why not align it a little more with Mother Earth?” So that’s what they did, forming an identity based around a typeface that “celebrates the Earth’s angle tilt of 23.5.” The typeface, which was created with type foundry Colophon, is “a subtle nod to travel and Booking.com’s huge worldly reach, and variety of accommodations," according to W+K Amsterdam design director Joe Burrin. The typeface is used across all promotional materials, and was designed to work alongside the company’s logo with its rounded forms to create “a functional but welcoming sensibility,” says the agency.
Its first appearances is in Booking.com’s 2015 summer campaign Wing It, which features photography was by Neil Stewart. "We have initially produced one weight (bold) to be used within the recent summer campaign ‘Wing it’, we see this leading to the development of further weights for wider, more flexible usage,” adds Joe.
- In celebration of his new book 2017, Bráulio Amado picks out the work he loves from last year
- Environmental Activism: Why We Need To Shake Up the Visual
- Charlotte Dumortier on her identity for this year's ELCAF and what she's looking forward to most
- Google Fonts Korean becomes interactive by manipulating path data
- Photography series Metamorphosis reimagines iconic female characters as 21st century women
- National Geographic’s creative director Emmet Smith on the publication’s redesign
- Craig Oldham dishes out brutally honest advice to new graphic designers
- Pentagram rebrands Battersea dogs and cats home to visualise "personality over sentiment"
- V&A announces shortlist for its Illustration Awards 2018
- ManvsMachine create its most ambitious campaign for Air Max Day yet
- Design to improve the general quality of life: exploring Paul Rand's IBM Graphic Standards Manual
- Ten examples of rare letterings, from 19th-century alphabets to preliminary drawings of Futura