The recent M&C Saatchi-designed campaign for the Government’s Public Health England scheme features bespoke typefaces by Fontsmith.
The over 40s are being engaged through the campaign and encouraged to drink less, exercise more, eat more healthily and give up smoking.
Sans serif caps and script caps feature in the typeface, which has been designed to be “stylish, genuine and legible” according to Fontsmith. As it is bespoke PHE has complete rights and ownership over the typeface.
The team worked with different papers, pens, inks and brushes on ruled out lines to find the perfect style.
Fontsmith founder Jason Smith says: “It was great fun to get the inks, brushes and pens out again and by retaining the rawness and texture of the hand painted images the script text feels authentic.”