Alistair McCready
Crusaders Typeface

  • 2020

    Submission # 105

  • Output

    Typography – Momotuhi

  • Kaupapa

    Identity – People & Culture

    Identity – Place

  • Location

    Auckland, Tāmaki Makaurau

Project Overview:
As a part of the Crusaders brand review, a closer look at the way the team communicated their tone of voice both on and off the field was undertaken. Strength and compassion. A bespoke typeface was crafted to both echo these ideals as well as compliment the new Tohu (symbol).

We’re here to do good for each other.

Welcoming others into our whānau, building belonging in something that’s more than rugby. It’s family. But every member of this family works hard, so we can get through those hard times, together.

Enabling people to enjoy themselves, to be themselves, and to believe in themselves. Because you’ve got to be able to enjoy it, to celebrate those moments when all the hard work pays off.

True to yourself, selfless for others.

Proud individuals, connected to a common cause.

Leading in our sport, and in our community. Proud of what we have to share with our fans and the world. Showing the world what ‘team’ can really mean. Representing our legacy, as well as a way forward for the future.

The collective strength of our six unions. Encompassing the mountains and plains of the top of the south island. A reflection of the passion and pride of our fans, gaining strength from their support and giving it back.

This is who we are. And this is what drives our success.

We are for each other. Winning rugby is just the result.

Steering away from rugby's typical language of compact uppercase italics, we drew upon the history of the team and crafted a bespoke typeface that is both a reflection of their whakapapa and legacy. The design is unique to the team, yet strongly rooted in the wider typographic continuum.

Inspired by relief letter carving, each letterform is moulded as if it we emerging from from the face of a surface, rather than being cut into it. The unnecessary layers are chipped away, leaving a collective of letterforms that are unique, expressive and robust. There is an intentional tension within the counters and space between each letterform that has been considered to allow the typography to breathe well both at large and small scales. When paired with the supporting elements of the brand, the typeface elevates the distinctive nature of the teams new identity. When used in isolation to the logo, it works hard enough to become a recognisable asset in itself.

Archiver’s Response:

"A complete and beautifully crafted typeface for a well-known sporting organisation. International quality work that carries this identity."

"An excellent response, wisely avoiding rugby's typical language, however, it is a pity that it has not been thoroughly adopted by the union."

Credits & Collaborators:
Type Design - Alistair McCready
Creative Director - Anzac Tasker
Mentor - Jeremy Tankard

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Archive Submission
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