People tend to have their own particular handwriting, reflecting a certain mentality, personality and emotional state. Companies may use a specially developed typeface as their corporate handwriting, showing their character and positioning. But whereas a person’s handwriting cannot be changed and is a natural reflection of their personality, a corporate typeface is specifically designed and may possess characteristics that reflect the company’s ambitions. Typefaces may be developed for many purposes. They may serve as an extension of a brand or be used as a strategic intervention to raise brand recognition. However, by performing these roles, typefaces have developed their own specific values and character in the course of time. The first typeface developed by our agency – Wim Crouwel’s New Alphabet – reflects that time period’s revolutionary confrontation between man and machine in a typeface: how to develop and show personality by way of digital technique. Based on this first ...
Text of Typographic personality
2013 TOTAL IDENTITY Amsterdam
TOTAL IDENTITYPedro de Medinalaan 91086 XK AmsterdamTelephone +31 20 750 95 email@example.com
TOTAL PUBLICMauritskade 1Postbus 2212501 CE Den HaagTelephone +31 70 311 05 firstname.lastname@example.org
TOTAL ACTIVE MEDIA Pedro de Medinalaan 91086 XK AmsterdamTelephone +31 20 750 95 00 email@example.com
TOTAL GRAMMAGijzelaarsstraat 29B-2000 AntwerpenTelephone +32 3 230 42 70