Font creation for one specific use seems to become more and more common. Recently, Fontsmith was commissionned by M&C Saatchi to create a typeface specifically for a campaign that targets men over 40 years old to help them improve their health. In short, the campaign recommended them to drink less, eat better, exercise more, and stop smoking.
The typeface, an all-caps script font, is designed to look more human and friendly-looking, something that should not feel too corporate or cold. It is used on all the campaign material, from posters to the website.
About the Author
Mirko Humbert
Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.
