We helped Pony (Product Of New-York) to improve their brand identity focused on their typography needs. Initially Pony used the Futura to convey their communication. We worked very closely with Pony’s Brand Marketing Director Jennette Snape to increase the power of their typographic language and to tend to something more singular, and definitely more New-Yorker.
We took inspiration from the NYC street signages and from the 70’s Herb Lubalin’s work for Avant Garde Magazine.
After these researches, we worked with the type designer Jean-Baptiste Levée to create a new typeface. The Pony Official font keeps the power of the Futura and improves the brand DNA.