Fontsmith has designed two exclusive typeface designs for the global communications provider Telefonica Movistar...
In November 2009 Telefónica announced that it would be rebranding its entire communications offerings (with the exception of O2, it’s commercial brand for Europe) under the Movistar brand (for Spain and Latin American markets) whilst retaining Telefónica as it’s corporate brand. Fontsmith were signed-up by Interbrand Madrid to develop a family of bespoke types that would deliver a seamless continuity across both the Movistar and Telefónica brands whilst using an appropriate tone of voice for each proposition. Delivering this typographic continuity across both 'business to business' and 'business to consumer' relationships initially seemed like a huge task but with a little thought we were able to develop an economical typeface system that answered each brands position and logistical requirements.
Fontsmith type designer Phil Garnham explains “The type design process began with our initial sketchbook explorations into the Movistar brand values of ‘authenticity’, ‘richness’, ‘empowerment’ and ‘freedom of expression’. From our sketches we immediately felt that a headline semi-slab approach would work well for its tone of voice, but we needed to get it right, we needed to create a slab that wasn’t too static but one that had rhythm, progression, an approachable nature but not cute, it needed to be authentic.”
In consultation with Interbrand and Telefónica it was decided that a subtle rounded slab-serif fitted the brief. We developed an alphabet that combined the slab-serif with a square proportion of form to create the right 'business to consumer' voice for Movistar’s promotional material. The Movistar Headline Bold font was born and shortly afterwards, so was the Headline Regular, to deliver a continuity of voice through product descriptions, sub-headings and online menus.
Telefónica however, was a very different proposition. The Movistar types required a quieter, more functional alphabet that would offset their energy and be more appropriate for the Telefónica brand. We created a modern sans-serif face directly from the proportions of the semi-slab fonts. Balanced in weight and design the sans-serif fonts function in serious corporate communications yet retain the DNA essence of the headline types.
The new Telefónica Movistar brand typography has a much improved graphic sophistication that consolidates and delivers the essence of Telefónica as a fun and exciting but also serious player in the global communications market place.
