Grey Singapore's multinational typeface

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

Have a look.

Credits:
Executive creative director, Asia Pacific: Till Hohmann
Creative director: Antonio Bonifacio
Copywriter: Till Hohmann
Art director: Luis Fabra, Nasheet Shadani
Typographer: Luis Fabra
Print producer: Bobby Koh

Comments

What a great idea! Using flags to represent countries is an obvious and boring solution, but turn those flags into letters and a typeface and you’ve created something truly unique and creative. I just wish I’d thought of it first.

Great idea and gorgeous execution!

I like the idea of having countries included in a typeface. Because whether people believe it or not we are all connected in one way or another.

I find my self wanting a corporate mug! I would actually collect the mugs representing places I have travelled. If you can make a corporate ID that elicits that kind if reaction, everyone wins! … But seriously, how do I’m get the USA mug?

What an amazing idea! I don’t see it on a website as a typeface but I do see it on all sorts or merchandise, signage, festivals, etc… I think you should present this to a world festival or event, people will love it.