senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Times New Roman is a Thing of the Past at Wunderman Thompson with WT Gothic

13/05/2020
Advertising Agency
London, UK
110
Share
Two Wunderman designers based in the UK developed the font based on company tradition

From Wunderman Thompson UK, two designers created a new font themselves for Wunderman Thompson, called WT Gothic.

To do this, the designers studied the history of Wunderman and J. Walter Thompson’s respective origins, researching the past to define moments where each agency inspired growth as a brand. The designers looked at key design elements of the older timeframes (i.e.: building facades, advertisements, and fonts of the legacy agencies), using inspiration to create one new typeface. 

Variability, sound, motion, and data were key considerations during development, all around inspiring growth. Geography and accessibility were also key factors. The designers made the font available in more than 150 languages across the globe and made similar character shapes easier to read for those with dyslexia.

In four weeks, the designers worked through and refined every detail of the typeface, testing different sizes, weights and languages. Essentially, great ideas can thrive and prosper at Wunderman Thompson and this was an idea two designers had while they were working on our brand refresh, this was not an assignment. They created this font together in their spare time, having become inspired by our agency’s origins. 

Wunderman Thompson is a place where everyone has a voice and can do great work. The new font represents creative bravery, one of Wunderman Thompson’s core behaviours. These designers are examples of how our employees are inspired by the world around us. Inspiration is everywhere – in data, humanity, and technology, and more. 


Credits
Work from VML UK
Sound Scales
Baileys
21/03/2024
39
0
Samo & Menna
Canon
07/03/2024
12
0
Unexpected FM - Wind
The Department for Transport
22/02/2024
7
0
ALL THEIR WORK