Tátil, the Brazilian design studio responsible for the Rio 2016 logo, are currently updating their branding after twenty years with their old identity. The question of which font to use to complete their brand was something that they spent some time thinking about, because they knew that it was going to be an important part of their new identity. They chose Dalton Maag’s Effra.
Tátil is now the largest Brazilian design agency and is about to celebrate its 25th anniversary. In Brazil, which is a fast moving market where companies come and go, this is definitely something to be proud of. Their growth has been a natural process, and it seemed equally natural to look at reviewing their branding at this point.
The new Tátil branding is bold and colourful, so they wanted a font that wouldn’t be competing for attention with the visual expression of the brand. However, they also didn’t want to fall back on the same sans serif fonts that are used in many other corporate brands. They needed a contemporary font that would age well and Effra offered the right balance of character and simplicity.
In particular, Tátil loved the elegance of the Light weight, which contrasted well with the stronger features of the Heavy weight. A strong relationship with our Brazilian office meant that experts were on hand to offer advice with licensing and implementation.
Tátil will be using Effra in all their printed materials and on their website. Their new website will be launching soon.