Monotype
A brand fusing art, technology and creativity
- Media & Technology
- Brand Strategy
- Digital Design
- Environments
Background
The global leader in typeface design. For more than 125 years, Monotype has been bringing the world’s words to page, product and screen. In doing so, it has given hundreds of the best-known, best-loved and best-looking brands their distinctive voices. Never content to rest on its laurels, the company is constantly moving forward. Today it is at the forefront of technology in type design and continues to develop advanced systems to enhance the capabilities of type on all digital outputs.
Brief
Create an identity reflecting Monotype’s world leadership position and innovative capabilities. We were engaged to create a complete brand identity system which promoted the brand, reminded the industry why Monotype has been at the top of its game for so long, and showcased the endless future possibilities.
Solution
Brand identity including bespoke typeface and comprehensive brand campaign. SEA created an overarching identity reflecting Monotype’s world leadership position and innovative creative capabilities. We combined their heritage with technology and positioned them as a leading brand using a strong, distinctive typographic approach. To accommodate the organisation’s innovation and ensure they had space to grow, we created their brand architecture and framework to allow each of the individual business brands to flourish.
The Pencil To Pixel campaign launched in London and New York helped to reposition the brand through a series of events including a modern interpretation of Monotype’s historic type library, the ‘Collections’ campaign. This culminated in a limited-edition box of curated ‘libraries’ by leading figures from different creative industries, providing a fresh look at some of the most iconic typefaces.
We’re tough on typography. SEA got it quick and know how to celebrate the details of type. The letter became the hero… SEA’s work immediately opened up our business to the design community, something we struggled to do beforehand.
James Fooks-Bale
Global Creative Director
Monotype
London HQ In collaboration with Ben Adams Architects
