Sura Sans: A shared typographic voice for Sura
SURA Sans was designed by César Puertas as an exclusive type family for SURA. Its place within the identity is practical and visible. It provides the letters with which the organisation presents messages, establishes hierarchies and speaks across its communications.
A recognisable tone
SURA’s brand guidelines describe the family as approachable, friendly and distinctive. Those qualities give the project a clear direction. The typography contributes to the way a message is received, alongside the language, colour and imagery that surround it.
For an organisation communicating about services and people’s needs, tone is present in ordinary details. A heading introduces a subject. A short paragraph explains it. An emphasised phrase directs attention. Typography helps these parts belong to the same conversation.
A family with room for hierarchy
SURA Sans includes upright and italic styles across a range of weights. These give designers ways to distinguish different levels of information while maintaining a shared visual vocabulary. A change in weight can establish emphasis; italics provide another register within the family.
The brand guidelines place this range at the centre of its typographic hierarchy. Large headings, supporting text and highlighted words can work together through differences in size and weight. The family becomes a resource for composing messages whose contents and proportions vary.
Identity through repeated use
A custom typeface enters an organisation through everyday decisions made by many people. Its contribution accumulates as it appears in presentations, publications and other communications. Repeated use gives the letters a relationship with the organisation that commissioned them.
SURA Sans brings that continuity into the text itself. It gives designers a common foundation for carrying the brand’s tone across different messages and contexts. Its role extends through the identity wherever words need a recognisable form.
Custom typeface created exclusively for SURA. Not available for retail licensing.
