A proprietary display typeface for the brand's communication, designed in collaboration with Konbini.
Sosh, a 100% digital brand by Orange, was looking for a simple, pragmatic and modern typeface to launch its advertising campaign. The initial choice of Futura, however, did not meet those requirements due to long ascenders that looked old fashioned and did not allow for tight and impactful typesetting in headlines. From the technical perspective a new character set needed to be created in order to address the missing glyphs from Futura.
A custom typeface was the only solution to meet the unique requirements for the advertising campaign. We designed a typeface with short ascenders and descenders to allow tight leading for an impactful and contemporary feel. Another unique feature of the typeface is the letter ‘i’ which never extends beyond the ascenders. We made sure the proportions were consistent throughout the whole glyph set and the tight curves made the letters look beautiful on paper and on screen.