In January 2013, Fontsmith were approached by the lead creative team at Rufus Leonard to discuss modifying the design of our typeface FS Jack for their client – Lloyds Banking Group.
Working alongside Rufus Leonard’s creative team, we began understanding the context of the brand, its positioning and the roles that the new typeface had to play throughout the organisation.
FS Jack was a great fit in many ways: it offered a clear and confident tone with authority and humanity, it’s a versatile typeface with a broad range and its character is consistent throughout the Light to Bold weights. FS Jack’s standard OpenType features are also a great help, as small-caps and old-style figures are a perfect solution to the various hierarchies of information that a modern banking brand is required to deliver.
Through an audit of the characters within FS Jack, we explored redrawing certain forms and looked at ways in which key features from the new Rufus Leonard designed bank logo could be incorporated into the typeface. The results, whilst subtle, have formed a font for Lloyds Bank that is functional, honest and brings a greater level of brand ownership to the words used throughout all of Lloyds communications.
Featured above are some of the details and character changes made to FS Jack and how they are being applied in the brand today as the Lloyds Bank Jack font family.
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