Dalton Maag and São Paulo’s The LED Project have worked together to unveil a new custom face for the new approach to the identity of one of the largest energy companies in the world, Petrobras.
A household name in Brazil in Creative Director Fabio Haag‘s native Brazil, Petrobras has a presence in 28 different countries, and excitingly this is the first time during the 60 year history of the company that Petrobras has had its own, unique font. The new font family ties the brand elements together to form a consistent whole, unifying their identity across the company.
Now, I’m sure most of us worth our salt leave no stone unturned to ensure we present nothing but the most incredible work to a client, but incredibly Dalton Maag produced a total of 40 concepts which were then discussed with the LED Project and narrowed down to just six for presentation to Petrobras.
The new font, Petrobras Sans, is a confident sans serif typeface with a firm construction that suggests the solidity of a multinational business, whilst including a “softer human side”. Dalton Maag say “The terminals taper smoothly to create a more organic feel to the letter forms, which also adds individuality to the design. This difficult and interesting balance was created to reflect the human talent which Petrobras feels is one of the keys to the success of the company.”
Fabio Haag said: “All of us Brazilians at Dalton Maag are especially proud of being part of this project, and helping to create the new voice of Petrobras. The biggest challenge was to create a typographic concept with the unique personality of the brand, while keeping it extremely legible so that it would perform well at display and text sizes. It had to work for the complex range of applications used by Petrobras, from TV commercials to the gas stations and everything in between.”
Typically world class work from the London and Brazil-based type smiths, Petrobras Sans has wonderful kicks and foibles with some delightful ingredients that makes a fabulous balanced family. Read more here.