AT&T Aleck Typeface

As part of the 2016 AT&T brand evolution, we identified a design and business need to develop a proprietary typeface that would maximize legibility in an increasingly digital world, provide flexibility to be used across the entire company, and create a unique and recognizable brand asset that unifies communications and eliminates licensing fees.

In order to create a typeface that meets these needs, I built a team that included stakeholders from multiple business units and marketing channels, representing everything from business-to-entertainment and from print-to-digital. We partnered with London-based type design studio Dalton Maag, Interbrand NY, and BBDO to develop what has become a critical building block of the AT&T brand identity.

After a six-month, highly collaborative design process, we launched AT&T Aleck, our new proprietary typeface named after a family nickname for Alexander Graham Bell, the father of the telephone and our company. The new font family includes sans serif, slab serif, condensed, compressed and outlined styles that support the complex typographical needs of the AT&T brand.

Combining rational functionality with a personality that is contemporary and expressive, AT&T Aleck allows the brand to adjust its tone of voice according to the precise needs of the piece of communication while helping customers easily recognize and understand our brand.