Outline

This is a new proprietary font to help showcase and reinforce Flying Tiger Copenhagen’s graphic identity and corporate personality.

Background

To give certain standard consumer products a greater sense of uniqueness and personality, Flying Tiger Copenhagen needed a new typography – lighthearted, friendly and slightly quirky – reflecting the company’s own soul.

Design concept

The font was developed over time in a rather organic, coincidental manner, as more letters were needed to form names and words on more products. Eventually, it was drawn up as a complete font, including special characters for all languages needed by Flying Tiger Copenhagen.

Design intent

The font was never intended for mainstream writing. The initial idea was to add a distinctive graphic style and personality to certain products. Today, it’s also used for Flying Tiger Copenhagen’s logos and storefronts, as well as in marketing materials, for pop-out words and expressions where products speak directly to consumers. This allows them to stand out and provoke a smile of recognition.

Originality

The font is as unique, fresh and unexpected as Flying Tiger Copenhagen itself. It’s playful without being childish. It’s humorous without being funny. And it’s so distinctive that consumers immediately associate it with Flying Tiger Copenhagen.

Designer intent

The designer wanted to create a font that reflects and reinforces Flying Tiger Copenhagen’s own unique personality – lighthearted, playful, friendly and inviting. Consumers should recognize and appreciate it, as they do with everything they see and buy at Flying Tiger Copenhagen stores.

Summary

Here is a font that, like no other, makes people smile and feel at home. It has a story to tell – about the quirkiness of products and designs – and the company that makes them.