An ever-changing brand font resulted in an ever-changing identity. An identity that is unbound, unrestricted, uncontained; completely and utterly as unlimited as the brand it represents.
The Unlimited is a business unlike any other, offering a range of lifestyle products from financial services to health, life, car cover and more. Maverick in their approach to every offering and customer they serve, The Unlimited believes that every South African should live an unlimited life.
The Unlimited brand needed a brand identity without limitations. An identity that, like the challenger brand it belongs to, unsubscribes from the status quo and doesn’t play by the rules. Bringing its purpose and vision to life the second you engage with the brand.
Inspired by the typography of protest posters, The Unlimited Sans is a bespoke, automated variable font, offering an unlimited combination sequence of character weight through a range of automated Stylistic Sets that allow for ever-changing style sequences at the touch of a button, as well as manual typesetting features. Creating a logo with infinite expressions.
A logo that pushes the boundaries. Uncontained. Unrestricted. Unconfined. Unusual. Unbound. Unconventional. And always unlimited.
