Moosesans
assignment
anja delbello
designskolen kolding
fontdesign
march sixteenth
corporate typeface
and logotype
for TeliaSonera
In May 2011 the new identity was launched and the logo-type is a version of Helvetica with some flavours from the old Telia-logotype. Very incon-sequent in the stroke and rela-tions between letters.
Design a typeface, that suits the symbol and can work as a logotype, either just written or optimized for the name, and as an identity for head-lines. The typeface can not be based on existing typefac-es, but must be original work.
FIRST SKETCHES
Sketchesdevelopment
Moose Sans started in No-vember 2011 during Creative Typography master course at my home faculty in Slovenia. The main idea was to create a mono-line sans serif typeface
which would show a strong character in display sizes but remain readable in small sizes. This was a good predisposition to create a corporate typeface and logotype for TeliaSonera.
dIFFERENT ouTSTRoKES
CHaNgINg THE WIdTH
dIFFERENT SoluTIoNS FoR doublE-SToREy a (STylISTIC alTERNaTE)
THE WHolE pRoCESS oF loWECaSE a
Processdevelopment of a
A mayor part of character definition process was spent on lowercase letter a. I started working on a single-storey a. First it was quite narrow and had strong cal-
ligraphic stroke, but gradu-ally became wider and less contrasted and more roboust. At one point it started to look too playful, so less round forms were introduced and
the tear-shaped counter re-placed with more angular one. Different outstrokes were tried until deciding for the char-acteristic “pirate-leg” style.
ank g šc
Designcharacter
Moose Sans is of bold weight, mono-line sans serif typeface with nonparallel stems. It has some humanistic influences, some cursive elements (sin-gle-storey a and g in the de-
fault set, double-storey avail-able as stylistic alternates) and some serif elements (C, c and r). The x-height is rela-tively high, ascenders and de-scenders are short, forms are
open (for better legibility at small sizes). A lot of character comes from the “pirate-leg” outstrokes, the style also re-peats with k, y, x, R, and K.
CaRoN SERIFEd c IN rCHaRaCTERISTIC lEg
a g y wa g y w
X
X
d
d
Enjoy swing dance
Enjoy swing dance
Enjoy swing dance
basic
stylistic set one
stylistic set two
STylISTIC SETS IN uSE
baSIC SET
STylISTIC SET 1
a g y wa g y w
Designstylistic alternates
The basic set is a combination of round and straight forms which balances its charac-ter. Double-storey a and g are available in Stylistic set 1, round y and w are available in Stylistic set 2.
18 pT
130 pT
STylISTIC SET 2
aag y w g y w
UIn usUUUelogo
The dynamic rhythm which comes from nonparallel strokes fits nicely with the existing TeliaSonera sign. I kept the same size propor-tion between the sign and the logotype.
logo IN ColouR
blaCK & WHITE logo IN TWo lENgHTS
UIn usUUUeads
I applied Moose Sans to exist-ing style of TeliaSonera ads to show how the typeface works in the branding applications.
poklikaj nas na www.teliasonera.dk ali poišči na Facebooku (lajkaj nas)YOUR FAVOURITE COUNTRY
*CHECK
now
in your home
MOOSESANS
new
TeliaSoneraone of the biggest mobile operatorsnow in Iran*
poklikaj nas na www.teliasonera.dk ali poišči na Facebooku (lajkaj nas)YOUR FAVOURITE COUNTRY