The American bank holding company Truist was established from the merger of BB&T and SunTrust at the end of 2019 and aims to inspire and build better lives and communities. In doing so, it aims to improve communications, technology, partnerships and user experiences alongside financial services. Truist Trio is a custom-designed variable type family developed as a central element of the new banking brand. Like Truist itself, the typeface was designed with a warm and inviting atmosphere in mind, with open apertures that suggest accessibility and simplicity. Like the distinctive monogram of the Truist logo, which combines the two Ts for “Touch” and “Technology”, the letterforms combine rounded and square angles with squarish numerals that reflect the brand’s balance between personal contact and advanced technology. The versatile typeface family thus unites a brand that appeals to numerous target groups and is just as suitable for striking visual stories as it is for intricate graphs and charts. It is clear and understandable and sets unmistakable accents.
Begründung der Jury
The Truist Trio typeface convincingly fulfils the high demands of its concept to embody the social spirit and the values of the bank holding company in an inviting manner for everyone. The typeface impresses with its variable applicability across different platforms as well as the harmonious design and mixture of round and sharp edges in numerous styles, all of which unite one thing: a high recognition value with a credible charisma.
Credits
Client:
Truist, Charlotte, NC, USA
Design:
Interbrand, New York, USA
Dalton Maag, London, United Kingdom
Project Team:
Interbrand: Chris Campbell (Creative Direction)
Daniel Irizarry (Creative Direction)
Tut Pinto (Graphic Design)
Will Shepard (Account Management)
