Moose Sans

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.

NEW SKETCHES

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.

FINal loWERCaSE a

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 šcX

a

C

d

NoNpaRallEl STRoKES

NoNpaRallEl STRoKES

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

g STylISTIC SET 1

Designletters in use

corporate typeface

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.

Welcome to a smarter world withTeliaSonera

TeliaSoneraone of the biggest mobile operatorsnow in Iran

Iščete povezavo s svetom

Povezuje ljudi s tehnologijo

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

Moose Sans