{"id":19025,"date":"2024-01-12T10:14:58","date_gmt":"2024-01-12T10:14:58","guid":{"rendered":"https:\/\/fabiohaagtype.com\/?p=19025"},"modified":"2024-01-15T15:45:45","modified_gmt":"2024-01-15T15:45:45","slug":"airindia-a-custom-font-honoring-local-culture-for-a-global-airline","status":"publish","type":"post","link":"https:\/\/fabiohaagtype.com\/en\/airindia-a-custom-font-honoring-local-culture-for-a-global-airline\/","title":{"rendered":"AirIndia: a custom font honoring local culture for a global airline"},"content":{"rendered":"
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The language and letterforms of a culture are authentic expressions of its identity. How can a company pay homage to them while also being prepared to fly all over the world? We embarked on this challenge together with FutureBrand\u2019s<\/a> London studio for AirIndia<\/a>, the biggest airline in a country that is now home to the largest population in the world.<\/h4>\n\n\n
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Together, we designed a unique typeface that has both global appeal and regional character. The font is strong and extended with intricate details inspired by Indian culture. We explored 18 design concepts across multiple time zones \u2014 Brazil, London, France, and India \u2014 refining them collaboratively until we found the style that seamlessly integrates with the identity being designed.<\/h4>\n\n\n\n

The font\u2019s wide horizontal proportions and round letters with a squarish look bring structure, solidity, and authority. In letters like \u2018M\u2019 or \u2018W\u2019, there is a noticeable curve where the diagonals meet. This is inspired by the iconic Indian window frame and is a unique feature that has been part of AirIndia\u2019s identity since its foundation \u2014 now redesigned to have an even greater impact. The stems of the letters \u2018T\u2019 and \u2018J\u2019 have subtle movements rooted in calligraphic movements, creating authenticity and distinction.<\/p>\n\n\n

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\u201cOur bespoke typeface is beautiful. It has personality and gravitas, in this world where there are so many characterless typefaces everywhere. Here, even if you\u2019re seeing a communication that has no visuals, it will be instantly recognizable because these letterforms are so much part of our identity.\u201d<\/em> \u2014 Tasneem Ali, Chief Creative Officer, FutureBrand India<\/h4>\n\n\n
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\u201cThe studio Fabio Haag Type was a reliable, punctual, and more importantly, fantastic creative partner. We appreciated their flexibility and ability to pivot with us to find some really good solutions that worked for us and the client. The AirIndia custom typeface is a great solution they will use for many years to come.\u201d<\/em> \u2014 Paul Silcox, Executive Creative Director, FutureBrand London<\/h4>\n\n\n
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The result is a cohesive identity system that genuinely reflects AirIndia\u2019s rich history and personality, making every word instantly recognizable.<\/h4>\n\n\n\n

Fabio Haag, Eduilson Coan, Henrique Beier and Ana Laydner. FutureBrand: Paul Silcox, Vincent Ch\u00e2tel and Tasneem Ali. Logotype: Rob Clarke<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The language and letterforms of a culture are authentic expressions of its identity. How can a company pay homage to them while also being prepared to fly all over the world? We embarked on this challenge together with FutureBrand\u2019s London studio for AirIndia, the biggest airline in a country that is now home to the […]<\/p>\n","protected":false},"author":2,"featured_media":19055,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69],"tags":[],"class_list":["post-19025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-custom-fonts"],"acf":[],"yoast_head":"\nAirIndia: a custom font honoring local culture for a global airline - Fabio Haag Type<\/title>\n<meta name=\"description\" content=\"Across Brazil, London, France, and India, our design process transcended time zones and cultures to shape AirIndia\u2019s custom font. 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