Wieden + Kennedy Amsterdam and Colophon create typeface that works with the Earth's tilt

The world of typography is a complex and enigmatic one, and one that sometimes feels a little impenetrable. So in Wieden + Kennedy Amsterdam’s work for travel site Booking.com it thought to itself, “why not align it a little more with Mother Earth?” So that’s what they did, forming an identity based around a typeface that “celebrates the Earth’s angle tilt of 23.5.” The typeface, which was created with type foundry Colophon, is “a subtle nod to travel and Booking.com’s huge worldly reach, and variety of accommodations," according to W+K Amsterdam design director Joe Burrin. The typeface is used across all promotional materials, and was designed to work alongside the company’s logo with its rounded forms to create “a functional but welcoming sensibility,” says the agency.

Its first appearances is in Booking.com’s 2015 summer campaign Wing It, which features photography was by Neil Stewart. "We have initially produced one weight (bold) to be used within the recent summer campaign ‘Wing it’, we see this leading to the development of further weights for wider, more flexible usage,” adds Joe.