Crafting a new type system and word mark to express the high-tech style of French luxury car makers
DS Automobiles, a premium brand of PSA Groupe, sought to strengthen its identity language (type system and word mark) to embody the signature ‘Spirit of Avant-Garde’ highlighted since 2015 at PSA. Black Foundry was missioned to create a new typographic identity, and re-design the lettering DS Automobiles as well as the baseline.
We placed the core values of DS – technology, elegance and statute – at the heart of our development. We used vertical forms and simple traces to express the effective and statutory elegance that proudly embodies the innovative spirit of the brand. Our system of 32 fonts was designed to fit all the communication media and digital environments: product marketing, advertising, motion, stands, edition, signage, website, UI kit, etc.