Deichmann Corporate Type
As part of the Cape Arcona Type Foundry, I was commissioned with the creation of a custom type for DEICHMANN, one of Germany’s biggest shoe retail chains.
The task was to develop a typeface based on the new logotype created by KW43 BRANDDESIGN. The aim was to design a typeface with more clarity, simplicity and elegance than the existing corporate font. As the labeling of prices in stores and catalogs is a typographic focus in the DEICHMANN communication, the greatest care was taken in the design of the numerals. The selection of weights was specially designed to meet the needs of the new corporate design (awarded among other prizes with the RED DOT AWARD).
The first important addition to the original DEICHMANN type family, was the design of a Cyrillic character set. Since DEICHMANN’s activity in East Europe is focused on Bulgaria, the new letters were designed to please Bulgarian eyes, for there are a couple of fine but distinct differences between Russian and Bulgarian Cyrillic.
KW43 BRANDDESIGN / Deichmann, Germany