|
|
British Airways Flies High
A custom typeface design is now an essential part of British Airways’ new corporate brand. Newell and Sorrell, one of the world’s leading identity and design consultancies, managed the branding program and created “Mylius,” an extensive new typeface family, used exclusively by British Airways.
After designing the basic alphabet, Newell and Sorrell turned to our typographic and technical experts to convert the letter renderings into a full family of fonts. The first step was to extend the original Newell and Sorrell design to include a complete character set. Next, an additional sans serif typeface family was produced, drawn to complement the serif design and to give British Airways a strong suite of fonts. In addition, we created TrueType versions of the fonts to provide exceptional on-screen viewing for both Windows and Macintosh computers. British Airways will use the Mylius fonts for signage, tickets, brochures and all collateral material.
Newell and Sorrell chose us because of the capabilities of its design and technical team in the UK. Robin Nicholas, our director of typography in the UK, was particularly instrumental in this decision. “It was Robin’s design finesse, trusted typographic eye, and attention to the detail of every character in every version of the new typeface that was so impressive,” said Rodney Mylius of Newell and Sorrell, the designer of the font. We are also involved in determining complementary fonts for the setting of Chinese, Arabic, and other languages.
|