{"id":50680,"date":"2025-09-12T15:41:36","date_gmt":"2025-09-12T12:41:36","guid":{"rendered":"https:\/\/typetype.org\/fr\/?p=50680"},"modified":"2026-05-15T10:14:34","modified_gmt":"2026-05-15T07:14:34","slug":"a-font-with-a-wide-reach-a-special-project-for-shiftbrain-s-20th-anniversary","status":"publish","type":"post","link":"https:\/\/typetype.org\/fr\/blog\/a-font-with-a-wide-reach-a-special-project-for-shiftbrain-s-20th-anniversary\/","title":{"rendered":"A\u00a0Font with a\u00a0Wide Reach: A\u00a0Special Project for SHIFTBRAIN\u2019s 20th Anniversary"},"content":{"rendered":"\n

In 2023, the Japanese marketing agency SHIFTBRAIN launched an interactive website<\/a> dedicated to the company\u2019s 20th anniversary. For this project, the TypeType team developed a unique variable font capable of stretching to extreme horizontal widths. As a foundation, we used the bestseller TT Norms\u00ae<\/sup> Pro<\/a>, which was already the company\u2019s corporate typeface\u2014you can see it on the main SHIFTBRAIN website<\/a>.<\/p>\n\n\n\n

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In this article, we\u2019ll take you behind the scenes of this unusual project!<\/p>\n\n\n\n

A New Challenge<\/h2>\n\n\n\n

The project was named SHIFTBRAIN Norms. Our task was to develop a font with a variable Width axis based on TT Norms\u00ae<\/sup> Pro Regular, refine some glyph shapes, and adjust its size to match the Japanese font A1 Gothic Regular. We also had to integrate the company logo and 30 portrait icons of SHIFTBRAIN employees, which they provided.<\/p>\n\n\n\n

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When the SHIFTBRAIN project began in 2022, our sales department was still in the process of shaping its client interaction workflows. This was one of the first cases where a manager handled the entire client journey\u2014from discussing the brief to overseeing execution in production. This format allowed us to identify bottlenecks in communication, such as approval delays or inconsistencies in technical specs. Thanks to this experience, we optimized our department\u2019s operations by implementing clear protocols and reducing project timelines for our clients. <\/p>\n\n\n\n

The SHIFTBRAIN studio wasn\u2019t just looking for a font, but for an identity tool for their Japanese project, and they faced a problem: they needed a hybrid of Latin and Japanese aesthetic elements, but no off-the-shelf solutions existed. We had to combine Latin and CJK fonts (CJK is an abbreviation for Chinese, Japanese, and Korean<\/em>) into a single project. It required perfectly matching the brand\u2019s style without endless revisions and demanded seamless remote collaboration.<\/p>\n\n\n\n

And, of course, the extreme width of the variable font was a new challenge for us.<\/p>\n\n\n\n

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\u00ab\u00a0It\u00a0was especially interesting to\u00a0do\u00a0something extreme with TT\u00a0Norms\u00ae<\/sup> Pro, since it\u2019s a\u00a0fairly neutral typeface on\u00a0its own. However, working with such wide characters is\u00a0quite unusual and inconvenient, as\u00a0only a\u00a0few symbols fit on\u00a0the monitor at\u00a0a\u00a0time, instead of\u00a0a\u00a0full line of\u00a0text. Despite this, we\u00a0focused on\u00a0preserving the character of\u00a0TT\u00a0Norms\u00ae<\/sup> Pro even in\u00a0its super-wide style.<\/em>\u00ab\u00a0<\/p>\n\n\n\n

Marina Khodak, Design Lead at TypeType<\/em><\/p>\n<\/blockquote>\n\n\n\n

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How the TypeType Sales and Production Management Teams Worked<\/h2>\n\n\n\n

We transformed a complex request into a transparent process with a predictable outcome.<\/p>\n\n\n\n

Stage 1: Deep Analytics <\/h4>\n\n\n\n

We held a workshop with the client to identify key parameters: <\/p>\n\n\n\n