Branding and the Psychology of Handwriting: The new NIVEA Care Type

At Juliasys Studio we’ve been working for some time now on a digital handwriting style for the “NIVEA” brand of Beiersdorf AG. “NIVEA Care Type”, as we are calling the new OpenType font, is understood to be the imaginary handwriting of the NIVEA brand persona, the “NIVEA Woman”. Care Type on product packaging and in marketing material has the function to subtly present the NIVEA Woman personality in the look and feel of the brand. Care Type is to be used prominently but at the same time sparingly, “with caution”.

Figure 1: A century of typographical metamorphosis on the legendary NIVEA tin

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Knile, a Contemporary Slab

It seems slab serif typefaces are taking over the market. In 1990, PMN Caecilia proved that it was possible create a slab with a more humanistic approach, a style that could work, not only as a display typeface, but for running text as well. In the last decade the diversity in slab designs has grown. The constructed shapes of the serifs adapt to the pixel grid, and they usually work well on screen. We have many different options for slab text typefaces. Some, like Ernestine, include several scripts, while others, like the recently released Equitan, are a part of large families. The rather squarish appearance of classic Egyptians, coexist today with more rounded lettershapes in new slab designs.

Knile is a newborn within the genre. It is a collaborative project with the Spanish design studio Atipo. The original idea was to create a slab counterpart for the existing typeface family Geomanist. Slab serifs are not just sans with added terminals; they have intrinsic design peculiarities. As far as we wanted the typeface to be functional as a text typeface, many changes were necessary and the design evolved into a typeface family with its own personality.

Printing tests made during the design process

Printing tests made during the design process

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