Additionally, because the fonts only covered the Latin script, alternative fonts had to be used for communication in languages beyond those of Western Europe, such as Greek, Russian, Chinese, and Arabic, locking Intel into expensive annual licensing fees for multiple lookalike fonts that were, nonetheless not exclusive to them. New York-based design consultancy Red Peak was tasked with a complete rebrand and quickly decided that a new custom font should form an essential part of the new brand toolkit.

We needed to create something simple and elegant for Intel while also giving the company ownership of a distinctive asset. One of our priorities was also to design a typeface that could perform well in any environment, in particular achieving optimum results on digital displays. Finally, we needed to successfully implement a font system which would support multiple and complex script systems, to ensure that Intel’s voice would carry across different cultures consistently.

The typeface we developed is a grotesque sans serif design with subtle features and clean lines which clearly expresses the brand’s new tone of voice. To give Intel a font family that is exclusively theirs, the design has been consistently but sympathetically applied across different script systems with the main focus being on functionality, colour, and legibility. Great care has been taken to respect the traditions of each script system.

The nature of Intel’s business now benefits from a typographic system that can be successfully used internationally across a variety of media, from billboards to microchips, and in numerous languages.