Part of our solution was the use of single word headlines (built into our tone of voice guide) plus a unique headline font. A completely unique font supports the idea of a breakable brand - ie a brand that you can break into its parts and people will still know who it represents. In this way you don’t have to rely solely on the logo for recognition. All the characters were hand drawn before going through many stages of refining and testing to arrive at the finished version. We wanted a balance between timeless and modern - the chiseled appearance of the letters delivers an established yet striking appearance. The bespoke font is just one element of our brand toolkit. Yet, even in isolation, it is unique, ownable and projects a consistent personality.