{"id":598591,"date":"2023-08-21T09:32:00","date_gmt":"2023-08-21T04:02:00","guid":{"rendered":"https:\/\/infralive.com\/web\/?p=598591"},"modified":"2023-08-21T10:10:44","modified_gmt":"2023-08-21T04:40:44","slug":"beyond-just-optics-why-brands-find-custom-typefaces-significant","status":"publish","type":"post","link":"https:\/\/infralive.com\/web\/beyond-just-optics-why-brands-find-custom-typefaces-significant\/","title":{"rendered":"Beyond just optics: why brands find custom typefaces significant?"},"content":{"rendered":"<p>Tata Group-owned airline Air India\u2019s re-branding effort is nearing a crest after the carrier this month announced a cluster of changes such as a new livery design, a brand new logo called \u201cThe Vista\u201d, and the introduction of a custom font established as \u201cAir India Sans\u201d.<\/p>\n<p>The airline said the modern new brand identity captured the essence of a bold new India. <\/p>\n<p>Introducing a new font places the carrier in the league of a few other global airlines that sport a custom typeface, such as British Airways and Southwest Airlines. In a statement, the airline said the new font married \u201cconfidence with warmth to position Air India as premium, inclusive, and accessible\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tata Group-owned airline Air India\u2019s re-branding effort is nearing a crest after the carrier this month announced a cluster of changes such as a new livery design, a brand new logo called \u201cThe Vista\u201d, and the introduction of a custom font established as \u201cAir India Sans\u201d. The airline said the modern new brand identity captured the essence of a bold new India. Introducing a new font places the carrier in the league of a few other global airlines that sport a custom typeface, such as British Airways and Southwest Airlines. In a statement, the airline said the new font married [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[135,167,130],"tags":[],"class_list":["post-598591","post","type-post","status-publish","format-standard","hentry","category-business-standard-newspapers","category-civil-aviation-business-standard-newspapers","category-newspapers"],"acf":[],"_links":{"self":[{"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/posts\/598591","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/comments?post=598591"}],"version-history":[{"count":0,"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/posts\/598591\/revisions"}],"wp:attachment":[{"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/media?parent=598591"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/categories?post=598591"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/infralive.com\/web\/wp-json\/wp\/v2\/tags?post=598591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}