To an outside eye typeface may seem like a less significant element in the shadow of bolder design features. However, typeface is the foundation of design, with the power to evoke emotion, initiate action and create connotations with a brand.
The first step in unlocking Relay’s new look and feel was to change the typeface. Relay’s previous typeface was exclusively italicised capital letters. While this reflected the brand’s dynamism, it was a hold up in migrating the brand to a web platform. When it comes to populating an entire site with content, capitalised copy is intense and limiting, especially for a tech heavy brand where legible information and transparency are critical.
The typeface we created was designed to be more digestible and inviting. By removing the italicisation and all caps, the font immediately became more versatile, with different weights and new type hierarchy for varied implementation. The intensity of the typeface was also reduced, creating a more conversational appearance whilst retaining the clean, sleek and reliable aesthetic of Relay.
The impact of the new typeface on the wider brand collateral resulted in Relay requesting a complete re-brand, to be designed in conjunction with the new digital platform.