Introducing Ting Sans™

Paul Stachniak • April 1, 2019

Custom typefaces are all the rage these days. So it dawned on us at Ting HQ, are we not custom-font-worthy?

Rather than debating the logic of it, we set out developing a typeface that not only creates an own-able and unique element for our brand’s aesthetic moving forward (moving Ting away from Proxima Nova, which is widely used in the telecom industry), but saves the company jillions of dollars a year in impression-based licensing.

Finding a look that defined Ting wasn’t easy. Much Mr. Pibb and many a Red Vine was consumed over the two and a half hours we deemed expendable for this project. The final product is meant to inspire and exhilarate. The clean and natural lines scream mobile that makes sense. Meanwhile, the voluptuous curves radiate crazy fast fiber Internet. The “n” is discreetly inspired by our fiber-to-the-home. While the notches in the text denote taking a bite out of larger phone bills.

And if you’re thinking that Ting Sans™ looks a lot like Papyrus. You’re wrong. The ‘i’ is reversed.

Characteristics of new identity

Logo comparison, old and new. Red and blue colors for comparison only, not official colors.

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