This project’s brief was to design a typeface for a brand. Lloyds bank’s new typeface is an adaptation of Jack by FontSmith, which was felt to be too ‘friendly’ for a bank and needed to be made more serious, reflecting more of the values associated with banking. Choosing to do a serif typeface that could be applied to body or display text, an unusual combination of squared and rounded corners were created to make the typeface the brand’s main identifying element.


Design progress

Sampson specimen