Unified recognisable presence with clever use of typography
It was clear from the beginning that we would not redesign all S Group sub-brands, but instead create a flexible custom font family that could be utilised in many of them as a subtle way to create a more cohesive S Group brand. Custom typography ties in the multitude of S Group brands and customer touch points, giving them a unified and recognisable presence. A single common font family also creates practical synergies within the S Group. The basis for the S-Bonus loyalty programme font family design and its form language was in the redesigned S logo. S-Bonus was designed to achieve a balance in terms of personality, versatility and functionality. The font has a personal, concise title font as well as a functional text font that works well in digital channels.