Parisian type foundry Production Type has designed a new suite of typefaces for Renault to be used across the brand’s cars’ interior and exterior badges.
The type family contains various widths, weights, and slopes, aiming to “cover the spectrum of visual expressions in the Renault line, from hulking, muscular trucks to swift, nimble cabriolets,” according to Production Type.
“Chrome letters have their own peculiar way of behaving, and must be treated as such,” says Jean-Baptiste Levée, Production Type president and lead designer on the project. “Receiving and reflecting light elegantly is one of the key roles a chrome letter is expected to play: their shapes need to interact closely with the environment, their lines and curves must perform seamlessly with sun rays. Among the multiplicity of parameters, our team sought the most down-to-earth (matching a minimum typeface weight to the viscosity of a glue) and the most person-oriented (thickening and rounding small stems and spikes which can be hazardous in case of an impact).”
Production Type will continue to work with the in-house team at Renault to roll out the new designs.
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