ORA is a new generation electric car and a brand of the Chinese GWM automotive enterprise. As part of the ORA brand redesign headed by brand agency Jung von Matt/Brand Identity we designed the versatile »ORA funky« typeface family. The family consists of two optical sizes: One for text and one for headlines. The latter contains three styles, all in one font: Sans, Serif and Italic. While typing, clever OpenType technology automatically mixes these styles according to preset rules making live easy for designers using the typefaces.
One font, three styles
ORA uses a multi style typeface for headlines to create a lifestyle look. To make the typeface use as easy as possible we included the three styles (Sans, Serif and Italic) within one font. A smart OpenType algorithm varies the styles making it effortless for any designer to set the type according to the brand guidelines.
The lowercase sans letters use elements with heightened stroke contrast referencing the serif typefaces. The diacritics use the same contrast adding a lively element to the design.