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

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Two Wunderman designers based in the UK developed the font based on company tradition

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

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. 


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Wunderman Thompson London, Wed, 13 May 2020 15:51:24 GMT