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MAIF Identity font

An identity typeface designed with the W&Cie agency

Challenge

The W&Cie agency in charge of MAIF’s rebranding entrusted us to create a new proprietary typeface to express the brand’s new positioning.

The brand territory was designed for new usages, new media (such as digital, motion, film), requiring a lightweight font file and a typeface with both very high legibility at body copy sizes and headline titles.

Solution

We designed a corporate typeface in five weights (from Light to Bold) and two styles (Roman and Italic), ensuring high legibility even at smaller sizes, improved for both screen and print. This typeface also features many design details making visible display size. Details like the end-Strokes, the italic angle, and some proportions, come from the triangle corners of the MAIF’s logo created by the W&Cie agency.

SERVICES: Design

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