Infiniti Brand Typeface, Nissan Brand Typeface, Datsun Brand Typeface（Type Design）
We are truly honoured to receive an award from Tokyo Type Directors Club, and feel that our work shows how a customised typeface can give brands like Infiniti, Nissan, and Datsun a unified voice that functions all over the world. All three typefaces demonstrate our strong belief that a brand typeface has the potential to cross cultures and language barriers.
Common for the three car brands is the ambition to be innovative and revolutionising in how they design and make cars. Inspired by the lines and curves of cars, we created three typefaces with a subtle and classy connection from writing to car that is unique for each of the brands, Nissan, Datsun, and Infiniti – without stealing any spotlight away from the cars, that are still very much the heroes of the show.
In all three typefaces, the identity and brand DNA is built into the fundamental structures of the typeface; the curves and overall stylistic expression and not around specific details or single letter features. This ensures functionality across languages and time and allows for endorsement of varied car models with shorter lifespans.
Nissan is known for being innovative, so naturally, their typeface needed to be renewing, future-proof, and unique. We encapsulated the lines, the curves, and the overall feeling of their elegant car design.
For Datsun, the challenge was to redesign and modernise the typeface with respect to the brand’s original heritage and roots. The Datsun typeface is designed with an open and friendly yet professional look to match the characteristics of the car and its drivers.
As Nissan’s luxury performance car brand, INFINITI needed a typeface that reflected the feeling of cutting-edge technology and luxury. The result is a powerful brand typeface that supports no less than 279 different languages and two alphabets.
