Can A Font Be A Whole Brand?

13 Jun 2017

Fast Company, one of the world’s leading progressive business media brand, offers a behind-the-scenes look into the creative process of Saffron designing a font for YouTube. 

Throughout insights given by Gabor Schreier, Saffron Chief Creative Officer, and Matt Atchison, Saffron Creative Director, a Fast Compagny article asks: Can A Font Be A Whole Brand?

As part of an ongoing collaboration with YouTube, Saffron developed the first font family that the brand can call its own: YouTube Sans. It makes its official debut in their newest product, YouTube TV.

As typography is becoming central in digital experiences, Saffron has been helping an increasing number of brands to have a bespoke typographic voice (see Tuenti ,Cepsa or A1).