As luxury performance car brand Infiniti repositioned to balance its forward-thinking automotive engineering with the emotional pleasure of driving, the brand needed a truly global, yet profoundly human, customised typeface.
Infiniti is driven to design cars that push human potential, so Kontrapunkt set out on a mission to fully exploit the potential of typography. The brand is now able to connect to their worldwide audience in a unified way across platforms - from its many websites to its Formula 1 racing cars.
It was quickly decided by the creative team that adding a human sensibility to the most cutting edge technology required a sans serif typeface. The bigger question was this: How to also express clarity, functionality and recognisability in a category of luxury vehicles where superior technology meets the most natural of feelings - the pleasure of a great drive?
The result is a stylish and luxurious, yet gracious and inherently human new custom brand typeface that supports 279 different languages and two alphabets. With an extended character set of more than 850 glyphs, all accessible in three different weights, the new typeface has a total of more than 2550 characters.
Infiniti’s new multi-language font-family is currently being rolled-out globally. Stay tuned here for future additions or go see how it empowers the drive on infiniti.com.