WT Gothic

To celebrate the marriage of two historic gloal advertising agencies, Wunderman Thompson commissioned a bespoke typeface to enhance their new tone of voice and brand identity.

WT Gothic is a semi-extended sans serif of 'gothic' type classification, inspired by the early 20th century hand signage seen in the metropolis New York City. 

Considered proportions and hints of industrial quirks portray a unique aethetic as an ode to the past, whilst retaining a sense of suitability for the modern digital world of WT.

The typeface that gives us a voice to tell our story.

WundermanThompson's new bespoke typeface celebrates the marriage of two historic agencies. WT Gothic is inspired by the typographic and architectural styles present in early 20th Century New York — where both Wunderman and JWT were founded. To celebrate the 2019 merge of the two companies, we proposed a custom typeface to enhance the new global brand identity.

The typeface that gives us a voice to tell our story.

WundermanThompson's new bespoke typeface celebrates the marriage of two historic agencies. WT Gothic is inspired by the typographic and architectural styles present in early 20th Century New York — where both Wunderman and JWT were founded. To celebrate the 2019 merge of the two companies, we proposed a custom typeface to enhance the new global brand identity.

The typeface that gives us a voice to tell our story.

WundermanThompson's new bespoke typeface celebrates the marriage of two historic agencies. WT Gothic is inspired by the typographic and architectural styles present in early 20th Century New York — where both Wunderman and JWT were founded. To celebrate the 2019 merge of the two companies, we proposed a custom typeface to enhance the new global brand identity.

WT-Gothic-Studio-0-8
WT-Gothic-Studio-0-6

A sketch from history

We looked at the buildings of both Wunderman and JWT — comparing the signage to type specimens available during the 50s boom of the ad industry. We uncovered the two original fonts used for the facade of both offices, and this resulted in allowing us to sketch a full set of characters influenced by the roots of Wunderman Thompson.

A sketch from history

We looked at the buildings of both Wunderman and JWT — comparing the signage to type specimens available during the 50s boom of the ad industry. We uncovered the two original fonts used for the facade of both offices, and this resulted in allowing us to sketch a full set of characters influenced by the roots of Wunderman Thompson.

WT-Gothic-Studio-0-8
WT-Gothic-Studio-0-6

A sketch from history

We looked at the buildings of both Wunderman and JWT — comparing the signage to type specimens available during the 50s boom of the ad industry. We uncovered the two original fonts used for the facade of both offices, and this resulted in allowing us to sketch a full set of characters influenced by the roots of Wunderman Thompson.

WT-Gothic-Studio-0-8
WT-Gothic-Studio-0-6

Exploration

For a period of 3 weeks we continuously sketched and refined characters to align to our concept. Starting with the regular weight, we were able to craft letterforms with ideal proportions, balance and personality.

Research-WT-Gothic-32
Bespoke-WT-Gothic-32

Weekly client review

Critique and review sessions with the senior leadership and global executive teams were important milestones for presenting 'work in progress'. These sessions also allowed for the client to feel involved in the crafting of the typeface — with the opportunity to suggest any further changes, or add additional business requirements.

Language and accessibility support

WT Gothic had to provide language support for over 80 offices worldwide. For phase 1 we designed glyphs for the Latin-A extended block, with additional characters for localisation. We also made sure to consider those with dyslexia when approaching letters with tight anatomy.  

WT-Gothic-Studio-0-9

WT Gothic specifications

Product: 
Release:
Index category: 
Type category:
Classification:

WT Gothic (AF—002a)
Q4 2019 (Global)
Commercial typeface
Sans-Serif
Gothic

Language Support:

Styles:
Weights:
Features:

Latin A Extended — Central, Western & South-Eastern European regions (Cyrillic & Greek Q4 2021)
2 - Roman and Italic
Light, Reg, Med, Semi-Bold, Bold
Variable font and stylistic alternates (OpenType)

Lowercase-g-construction-Scaled
WT-Gothic-Glyphs-Overview-Scaled
WT-Finland-office
WT-Gothic-Studio-0-11

Delivery of phase one

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WT Gothic in use

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Acknowledgements

Type design

graphic design & motion

senior leadership

Global executive team

In the press

The Brand identity

Marketing ComMunication News

Little black book

Archive Foundry

International type foundry formed by associates offering a curation of commercial typefaces and bespoke type design services