TOTVS typeface: designed to brand
Words travel fast and far for TOTVS, Brazil’s largest technology company.
In every dashboard, report, investor deck, the brand arrives first as written text. The TOTVS custom typeface was designed together with FutureBrand so every word lands as the company’s own, quickly and unmistakably.
The rounded corners of the logotype, as well as the curves of the symbol, permeate all six weights of the family, from ExtraLight to ExtraBold, leaving a trace of the brand’s DNA in every letter, figure, and diacritic. A consistency that threads through headlines and fine print alike.
A set of stylistic alternates brings the hexagonal geometry of the TOTVS symbol directly into the words. To be activated on special occasions via an OpenType feature, these letters turn any headline into a near-extension of the logotype, sharpening the association between what’s being said and who’s saying it.
Between these two layers sits the character of the typeface itself: precise and robust enough for a technology company, close enough for a company of people. The letterforms combine the discipline of a pixel grid with curves that breathe, materializing the idea of technology made human.
“Working with Fabio Haag and his team was a very rich co-creation experience, grounded in a great deal of technical expertise. More than delivering an aesthetically stunning typeface, they dedicated themselves to understanding our business to deliver something that truly translated our brand.” — Cristiano Cunha, Executive Marketing Manager
A proprietary typeface, at its best, is invisible infrastructure: the moment a word is read, the brand is already there. Across every screen and every page TOTVS publishes, that’s the work being done, letter after letter.
Fabio Haag Type Studio: Eduilson Coan, Henrique Beier, Ana Laydner, Sofia Mohr and Fabio Haag; TOTVS: Diana Dias Rodrigues, Cristiano Cunha, Marcela Vieira Pereira and Giovanni Lanigra; FutureBrand: Cristina Penz, Lucas Machado, Luis Monteiro, Guilherme Carvalho, Vinicius Liberal, Federica Bottelli, Thomas Omarsson, Francisco Fernandes, César Quirino, Higor Santos and Daniel Yaginuma.
