In the realm of branding and design, the power of typography cannot be understated. It is a crucial element that shapes brand identity and communication. Recognizing this, Bratus, a branding and strategic design agency based in Ho Chi Minh City, Vietnam, has embarked on creating a custom typeface – Bratus Sans. This move aligns with their recent brand repositioning and the introduction of a new brand identity.
Bratus, under the leadership of creative director Jimmi Tuan, has been a pioneer in modern branding in Vietnam since its establishment in 2011. The agency is known for its innovative approaches to brand identity and design, working with renowned clients such as Stella Pharm and Vinfast. The recent brand repositioning and the launch of a new identity marked a significant evolution in Bratus' journey, emphasizing a humanistic approach to branding.
At the intersection of strategy and design, Bratus Sans was conceived. It embodies the agency's Inside and Outside philosophy, which is central to its brand identity. The typeface set includes two primary sets and an alternative feature set, each designed to reflect different attributes and perspectives of this philosophy.
Si Tran, the design and development manager for Bratus Sans, highlights the significance of the typeface in the agency's branding strategy. He states, "The formation of type is really in our DNA, it is a state associated with the process, the progression, the stages of thinking, inside and outside." This statement underlines the typeface's deep-rooted connection with the agency's core values and vision.
The design of Bratus Sans inherits the language from the Bratus logo, with features symbolizing movement, connection, and transformation. These attributes are not just visually represented but are also integral to the philosophy that drives Bratus.
The typographic structure of Bratus Sans is a reflection of personality traits like boldness, confidence, and a future-oriented mindset. This structure is not just about aesthetics but also about conveying humanity through design. The typeface is versatile, designed for rich expression on both digital and print platforms.
The custom fonts of Bratus Sans, with their primary and alternative geometric versions, embody the attributes of the Inside and Outside philosophy. The fonts' design, featuring diagonal terminal elements, represents movement, connection, and transformation – key elements in Bratus' approach to branding.
Bratus Sans brings a bold and distinct voice to typographic language, enhancing the power of communication in diverse contexts. It stands out in the crowded world of sans serif typefaces due to its unique design and the philosophy it embodies. The typeface is a testament to Bratus' commitment to innovation and human-centric design.
The development of Bratus Sans is more than just the creation of a new typeface; it is a representation of Bratus' journey towards a more humanistic and innovative approach to branding. With its unique attributes and design philosophy, Bratus Sans not only enhances the agency's brand identity but also sets a new standard in the world of typography. This typeface is a significant milestone in Bratus' story, symbolizing its growth, evolution, and commitment to pushing the boundaries of brand communication.
Credits:
Brand Designer / Art Direction: Jimmi Tuan | Project Lead / Typeface Development: Si Tran | Typeface Support: Bui Toan | Graphic Designer / Artwork management: Bui Toan, Nam Nguy | 3D / Motion Graphic: Phu Quy, Si Tran. | Showcase Editor: Si Tran, Nam Nguy, Bui Toan
