In recent years, bespoke typefaces help companies to express their identity through all the communication materials. Many designers and art directors are confident that these unique fonts reinforce the company’s branding. Seat, like many automakers, has its own bespoke typeface — called Seat Meta — and all design agencies, advertising companies must to use it without limit. But there always are special cases where the good and beautiful corporate typeface does not work perfectly. In fact, we also know that a wise choice of a font can help to strengthen any design.
In the case of the launch of the Seat range of cars “Mii ColorShow (named from Maybelline product),” the Seat typeface does not transmit the atmosphere of Maybelline cosmetics for a press announcement about automobiles targeted to women market. Therefore, Nicolas Champion, creative director at Reflexparis has pushed his client to move for a different typographic choice: AW Conqueror Didot, an high contrast typeface with delicate serifs, swashes and various effects. He had to convince the marketing department at Seat for an alternative typeface. It was not easy, but crucial for the success of ads created by Reflex Group. For Nicolas, AW Conqueror Didot was a natural choice, in the sense that it was originally designed to work perfectly with women’s magazines headlines. In graphic design, you should always break the rules1 to perform your daily work correctly.
Seat Maybelline campaign, by Reflex Group, using AW Conqueror Didot as display typeface.
→ AW Conqueror Didot
→ Bespoke fonts by ZeCraft
→ Section fonts in use
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