Polestar
Nose-To-Tail Identity

Envisioning a purist identity for a start-up in the premium electric car segment, Stockholm Design Lab looked for a single-weight font that would excel in all sizes and across all touchpoints and media. Our Unica77 matched the minimalist vision, and we added micro-detailed customisation and multi-script development for a perfect fit in every single environment. 

Out­stand­ing let­ter­forms – The extremely soph­ist­ic­ated formal lan­guage of our typeface was key to enabling a one-weight-fits-all approach highly unusual for a brand iden­tity of this scale.

Micro-detailed custom-fit – Minutely tightened spa­cing with extens­ive kern­ing and micro­scopic adjust­ments to indi­vidual let­ters ensure the typeface aligns per­fectly in every con­text of the brand, down to indi­vidual com­pon­ents of the car.

Screen per­form­ance – Crisp and clear on screens even in smal­lest sizes, the typeface becomes the lead­ing ele­ment of the in-car com­mu­nic­a­tion system.

Con­sist­ent multi-script devel­op­ment – Trans­lat­ing the min­im­al­ist iden­tity into dif­fer­ent typo­graphic cul­tures, we adap­ted the single-weight typeface to Greek, Cyril­lic, Arabic and Hebrew with our net­work of lead­ing local specialists.

Impact beyond the car – In advert­ise­ments and in a grow­ing merch sec­tion, the graphic qual­it­ies of the word­mark come through on objects of any shape, colour and material.