FutureBrand — Complex Identities in Complex Times

At FutureBrand São Paulo, more than 200 people strive “to change the future of businesses in positive ways” with new creative strategies and interconnected brand experiences. To create a polished identity, they also develop superbly balanced custom fonts that combine personality with function, whether online or in analogue format. This is how the unmistakable typeface for the Banco do Brasil was crafted.

FutureBrand interviewed by Red Dot

Red Dot: In your opinion, what has changed in the perception and hence in the development of corporate designs over the past decades?
FutureBrand:I believe the increased complexity of the visual landscape and the attention economy we live in has driven most of the transformation we saw over the past decades, and still challenges us today about how we create designs. The underlying questions have not changed, but the answers have become more complex. Identities must be dynamic, fluid and adaptable. The power of a logo — which in the past was the front-and-centre element – nowadays often doesn’t even show up in a user interface. Its power shifted to other elements – typography, but also illustration and motion. Today, custom icons, scents and even the way an element responds to touch come into play.

What role can a custom font play within a corporate design?
We are seeing in corporate typeface design a renaissance of the wish for self-expression, and it is long overdue. In a competitive business environment, a custom typeface can be a powerful tool to establish both distinction and cohesion — two criteria that are often taken into account when measuring the strength and value of brands. (Fabio Haag, Type Designer, FutureBrand São Paulo)