What? We created a bespoke display typeface to help create a fully cohesive visual brand identity for Eurostar. This enables the brand to communicate to it’s audience without the need for traditional badging — simply by using the typeface with its signature swash characters communications can be branded by the application of the typeface.
How did we crack it? The Eurostar brand sculpture contains a long flowing line that represents the idea of effortless travel… we used that curved line to create swash characters for a bespoke version of Fresco.
While the Eurostar branding uses all of the Fresco typographic family, Fresco Informal is the more playful part of the Fresco family that we employed for headline usage.
We created a bespoke headline cut for Regular, Bold & Italics that had swashes extending to the left. Then we did the same to allow swashes to flow out to the right. This way headlines can be branded simply by applying a swash character to the left & right of the sentence or word. There are swash characters for both upper case and lowercase, as well as special characters and numerals.
What do Eurostar think of it? When we began the journey to create a new visual brand identity for Eurostar — I didn’t consider a bespoke typeface to be part of the end result… but now we have it I can’t imagine not having one. It’s incredibly useful to have it as part of the brand toolkit and it looks beautiful.’
Emma Harris, Director of Sales & Marketing at Eurostar