Towards the end of 2013 we produced a modification of Foco for TransGourmet as well as some logo modifications. Bruno, Alex and Eleni talked to us about why TransGourmet chose Foco and the modification process.
Why did TransGourmet decide to modify Foco? What was it about the font that they liked?
Bruno: TransGourmet is Europe’s second largest Cash and Carry food service enterprise. It has a presence with large retail outlets in Switzerland, Germany, France, Poland, Romania and Russia. The outlets are customer facing and accordingly, it needs to have a friendly and approachable feel. Foco was chosen because it has the right blend of friendly and clean visual expression. The rounded treatment of some strokes break the corporate and impersonal feel that so many sans serif fonts have, yet as the design is deeply rooted in very traditional typographic principles it does not disrupt the functionality of what a typeface is supposed to do – to be read.
Were there any particular brand values that they wanted the font to embody?
Bruno: Cash and Carry outlets by their nature provide good quality products at very affordable prices. The typeface needs to reflect that low price does not mean cheap. It does so by restraining the more playful elements such as the dis-jointed Q-tail, for example, or lowering the tip of the two diagonals in ‘M’ to sit on the baseline. Redesigning these elements to be a bit more traditional reduces the playfulness and expresses the solid quality values of the products.
What modifications were made to Foco?
Alex & Eleni: We made some slight modifications in a few terminals so as to bring some forms closer to a classical interpretation like the bar in the “f” and “t” as well as removing some of the stencil features that one could find in the “k”. We were pleased to be asked to exchange the single storey “g” for a spectacle one, since usually this kind of request is the other way around. In a second stage we incorporated those changes in the Cyrillic meaning the modified font family would support more scripts that would be useful for the client’s business.
Were there any specific challenges for you in this project?
Alex & Eleni: For us it’s always a good challenge to review work from the past. We were able to define what needed to be modified to combine the client’s request together with our improved quality standards. We ended up with an outcome that would please both sides.
Working together with Facing from Zurich was a very good and straightforward collaboration as the scope of the project was well defined from the very beginning.
How did the font modification fit with the logo project?
Alex & Eleni: The client asked us to use Foco for some sub-labels of the brand that would appear in different variations, side-by-side with the logotypes. Therefore, we had to be sure that all letters would be equally legible in small and big sizes without taking away from the personality of the logo. I think the font and logo work well together.