Grey, Singapore: Multinational Typeface

The team at Grey Advertising‘s Singapore office designed a fascinating modular Multinational Typeface, using colors and composition representative of the flags of all 106 countries in which the company does business.

I love the duality of feelings that this series evokes — while the diversity of color and variation in form celebrate each country’s individuality, the modular structure joins the letters together in one global, united system. Each character/country is unique, yet everything fits in place together.

Grey Singapore: Multinational Typeface / on Design Work Life

Much has been written and said about the needs of our global economy. In fact: heated debates have and are still taking place about the dichotomy of global vs. local.

 

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 got 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.

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface

Grey Singapore: Multinational Typeface

Grey Singapore: Multinational Typeface

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Grey Singapore: Multinational Typeface / on Design Work Life

Creative Credits
Designer/Typographer: Luis Fabra
Photography: Theia pixelworx

Garth
Garth

Garth is a do-it-all digital marketer/designer born and raised in the “City of Destiny,” Tacoma, Washington. He lives in Seattle, has a beard, enjoys pizza and coffee (not together) and tries to spread as much positivity as he can. He's at his best in a light, collaborative environment; he's at my worst when losing at Scrabble. Above all, he's always looking for ways to grow his brain.

Formerly the community manager for AmazonSmile and digital marketing manager at DRY Soda; he can now be found doing freelance graphic design, social media and marketing consultation.

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