A custom typeface for the rebranding of TOUS, one of the most prominent jewelry, accessories, and fashion firm from Spain, and well-established worldwide.
TOUS is a contemporary sans serif typeface, with a single style in bold weight, slightly condensed, and without lowercase letters. It is based on the four letters logo designed by Ruiz Company in collaboration with Mirinda Company Studio. On a formal level, it is made up of geometric stems and arches. These characteristics give sturdiness, clarity, and identity to the TOUS brand, serving both in the redesign of the identity and for brand communication at a global level.
With a custom typeface, TOUS can have a unique, memorable, and aesthetic point of view, expressing itself in its own voice and in any media: in ads, packaging, social media platforms… etc.
The initial assignment was expected to cover the most used languages based on the Latin alphabet, and the final outcome comprised a character set that covers all languages that are based on the Latin alphabet, including all those used in Western Europe, Central Europe, and Southeastern Europe, as well as Vietnamese. TOUS typeface has no lower case, but a complete set of numerals (aligned, superior, inferiors, numerators and denominators) plus fractions. It also has ordinals and alternate punctuation (smaller size for extra big headlines).
As a second phase of the project we worked in the consultancy for pairing typefaces at two levels:
1. Selecting a complementary Latin serif typeface as a secondary option. Laura customized Nimbus (an open-source typeface) for this purpose.
2. Pairing TOUS and Nimbus with available typefaces for other scripts: Cyrillic, Hebrew, Arabic, Traditional Chinese, Simplified Chinese, and Japanese.
You can read more about the rebranding here (In Spanish):
Client: TOUS
Branding Agency: Ruiz Company in collaboration with Mirinda Company Studio
Type designer: Laura Meseguer
Engineering: Joancarles Casasín