Warren is an investment broker whose purpose is to make investments a simple matter for anyone, regardless of their knowledge in finance. With more than three hundred thousand clients and tens of billions under management, it is one of the largest fintech companies in Brazil. We were invited by Warren to create a typographic voice that represent the brand’s positioning of simplicity and intuitiveness.
Custom typefaces for brands like Warren come as a huge challenge, considering that basically every touchpoint is mediated by typography. Fonts practically represent the entirety of their product’s interface, so we had to make the type impactful while watching for the level of excellence that the real life uses of it required. Warren is a brand that, like few, is equally based on technology as it is on human touch. To put it another way, it is possible to say that all its advanced technology serves the purpose of communicating with real people, being welcoming and making the customers’ lives easier.
Naturally, Warren’s typeface should represent this warmful persona, while still having in mind its rational side. This is particularly important in the investment market, in which not many brands are able to reach a big audience.
To address this challenge, we thought of two different flavors of the same typeface: Warren Display and Warren Text. Both are as much friendly as it could get before you lose sight of the level of trustiness that the brand needs to convey. Based on a organic structure, the fonts also have some geometric forms, which give it a balanced look.
For smaller point sizes (Warren Text), legibility is the top priority and proportions are narrower than usual, making text setting easier and adjustable. This fits the “product layer” of the project (versus the marketing layer). For titling (Warren Display), proportions are wider, curves are rounder and the brand’s personality is more visible.
Project Credits:
Warren team: Rodrigo Grundig, Alexandre Fontes, Luiz Bordin, Raphael Araújo and Marina Zardo
Branding & Visual Identity: Polar Ltda
Typedesign: Plau — Carlos Mignot and Rodrigo Saiani
Warren team: Rodrigo Grundig, Alexandre Fontes, Luiz Bordin, Raphael Araújo and Marina Zardo
Branding & Visual Identity: Polar Ltda
Typedesign: Plau — Carlos Mignot and Rodrigo Saiani
