The world’s first multinational typeface?

Grey Singapore have taken 106 national flags, distilled the most distinguishing features, and using the first letter of the country’s name, translated them all into a globally-representative typeface.

Explaining that the in-house project was born of their need to communicate to clients in the 49 countries Grey works in (and 106 markets), the typeface brings together all nationalities under one idea, rather than tailoring their client communications to the many different cultures they work within.

“Much has been written and said about the needs of our global economy,” explains Antonio Bonifacio, of Singapore Grey. ”Here’s our take on it all: when you set up a new hub to work with the rest of the world, it kind of makes sense to install a multinational team to do so. Not just a local setup running a global account, but a team that has a clue about the world out there.

“We did just that. And we invented a design tool to brand this team, and to communicate our mindset and vision — the world’s first multinational typeface.”

The results and applications of the typeface are visually compelling — the flags have been carefully analysed, considering ratio of colour and the relationships between the shapes and elements. It is quite reminiscent of The Partners “Help” work for The Injured Jockeys Fund, with which they developed an entire alphabet. It is a playful approach to developing an “identity tool” for the global team, and reminds clients of Grey’s multinational status, though quite a literal undertaking for ”the world’s first multinational typeface.”

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9

Leave a Reply

Your email address will not be published. Required fields are marked *