Crafting a new typeface with an optimistic personality to express Dacia’s new philosophy and bring the brand closer to its customers.
Dacia has always communicated on its low-cost positioning but over the years its brand universe felt less and less desirable. While impactful, the overly futuristic features of the old NeoTech brand font, felt dated, inappropriate and not distinctive enough. How could a new font boost the brand’s appeal and create a friendlier experience for its customers?
To answer this question, we created Dacia Spirit, a smiling font inspired by modern geometric forms. We injected some asperities on key letters to create a truly distinctive brand font perfectly suited for the new Dacia. We developed it across four writing systems (Latin, Cyrillic, Arabic and Hebrew) to meet the growing demand from the market and bring Dacia closer to its customers, wherever they are.