While the font has been designed to “underscore the dynamism and modernity of the brand”, says ShopTalk in the release, it also draws on the heritage of European sports cars – which Piëch hopes to emulate – and of the Swiss fonts that came to define mid-century modernist graphic design. In practice, what distinguished Swiss Design was the use of asymmetric layouts with text aligned flush-left, ragged-right sans serif typefaces like Akzidenz Grotesk and, later, Helvetica (originally called Neue Haas Grotesk) the use of photographs instead of illustration and, most importantly, the deployment of a mathematically determined. Meanwhile, the letterforms are based on circles, nodding to the dieresis (the dots from the logomark) in the hero brand identity. While the font’s form draws from traditional Swiss fonts or Swiss Style, a form of typography which emerged in Europe during the 1950s, it also borrows from the “dynamic curves” of the Piëch car itself.Ī number of clever visual references litter Piëch Sans: the curve of the ‘j’ references the cars’ lights while geometric alternates for numbers echo the digits found on vintage racing cars. Like the car, the font takes inspiration from Swiss heritage, functioning as a “geometric sans serif font that marries European tradition and electric innovation,” explains a release. This is our idea of a perfect Sans-Serif typeface and we named it Neuvetica - a name that can say it all. The typeface is created with 800+ hours of dedicated artistic production process which itself proves how extensive the type design is. The London-based studio ShopTalk has collaborated with type designer Robin Eberwein and the Piëch Design Lab to create Piëch Sans: a brand typeface for the sports-car company Piëch. Neuvetica is a timeless sans-serif typeface with bespoke Swiss design with the finest level of aestheticism.
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