OTTO is Germanys online retail giant. As part of the OTTO brand redesign headed by brand agency Mutabor we designed the multifarious »OTTO Play« typeface. Each letter of the alphabet has a different style – but combined they form a coherent typography that is as diverse as the OTTO brand.
Personal. Simple. Expressive. Confident.
We aimed to achieve an equal design tonality distribution across the alphabet. One out of four design tonalities were assigned to each letter in equal ratio according to the letter frequency in the German language. The frequency of letter combinations (syllables) was also taken into consideration.
Your life in four letters
OTTO’s mission is to be a lifelong companion to its customers. The »Your life in four letters« campaign stages different life phases, spelled out in four letter words, for which OTTO offers the right products: From baby’s pacifiers, to headphones for youthful beats, rings for a time of love or a mat for yoga time. OTTO is always there with the right supplies.