Connect: A typographic voice for a brand built around assistance
Connect provides roadside and home assistance. Its identity therefore speaks to people at moments when something unexpected may have interrupted their day. For the brand renewal developed by LIP, César Puertas designed a custom type family to accompany a visual identity centred on confidence, reassurance and a sense of relief.
Typography within the brand
The project brought together LIP’s creative direction, graphic design by Eduardo Ramos, illustration by Leo Espinosa and custom typography by César Puertas. These contributions form the setting in which the typeface works. Words appear alongside a logo, illustrations and other graphic elements, sharing the task of making the brand recognisable.
The service context gives those words particular importance. A person looking for assistance may need to understand what is offered or identify the next step. In that setting, an approachable tone and a clear hierarchy are useful qualities for a typographic system to support.
A family for different messages
Connect’s custom family comprises ten styles. This range provides a common vocabulary for messages with different levels of emphasis. A short heading and a supporting explanation can have their own presence within a composition while retaining a visible relationship.
A brand’s communications change continually. New messages introduce different words, lengths and combinations of information. A type family makes it possible to carry the identity into those changing situations through ordinary acts of writing and composition.
A voice carried by words
The typographic contribution belongs to the broader character of Connect’s identity. It helps give verbal communication a consistent visual form, working with the illustrations and graphic design that surround it.
For an assistance brand, that continuity can support familiarity across repeated encounters. The project places typography within the practical experience of communicating a service, with a family created for the organisation’s own use.
Custom typeface created exclusively for Connect. Not available for retail licensing.
