Sprint Sans

Sprint Sans

Sprint Sans

Sprint Sans

Sprint Sans

A custom typeface for an unconventional cellular-provider

A custom typeface for an unconventional cellular-provider

A custom typeface for an unconventional cellular-provider

A custom typeface for an unconventional cellular-provider

A cheeky custom typeface for cellphone users everwhere

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Custom Typeface
Brand Identity
Scope
Custom Typeface
Brand Identity

Throughout last year, I worked with the Leo Burnett Dept. of Design on a major repositioning of the Sprint brand. A major component of this was the development of a new proprietary typeface to be used across everything from internal communications to mainline advertising. We worked with the brilliant Christian Schwartz of Commercial Type to design this new extension of the Sprint Brand Identity. The challenge was balancing an approachable, conversational voice that celebrates the individual quirks of its users, with its developing technological capabilities.

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To get the Sprint clients to buy off on the idea of a custom typeface, we created a comprehensive pitch document that highlighted the advantages inherent in having a family of fonts tailored to their individual voice and how important that brand voice is in communicating with their audience.

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Credits

Typeface Designer: Christian Schwartz 

EVP Design Director: Alisa Wolfson 

Design Director: Alex Fuller

Designer: Scott Cress

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See More Work

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All work © Scott Cress