Custom
Typeface

Call of Duty is one of the largest combat simulation game franchises in the world. So when Studio Koto came to us to work on CoD’s rebrand, we couldn’t contain our enthusiasm. But what started as a logo refining project quickly became a whole custom font project for the franchise. The Latin+Cyrillic font family named Hitmarker takes its inspiration from modern machined metal components. With their straight curves and mix of angled and curved corners, Hitmarker’s letters remind metal sheets out of a stamping press. Words written with this font make fumes of iron and ozone reach the readers nose.

Besides the titling styles we created a text-oriented subfamily which, while keeping most of the DNA of its counterparts, has a bigger focus on legibility. It has a smaller x-height, longer ascenders, a looser spacing, shorter terminals and distinctive shapes for mistakable characters. With its technological subtones, this text version comfortably will serve for UI elements across CoD’s channels but also in-game. Its straight curves prove to render very well on screen and at small sizes.

Custom Typeface
Year: 2023
Client: Activision

Agency: Koto
Team: NaN, Pentagram (Luke Powell, Jody Hudson-Powell, Naresh Ramchandani, Nav Bhatia, Jack Llewellyn, Ashley Johnson, Luis Gutiérrez, Alice Sherwin, Hazal Ozkaya, Isla Wickham, Kate Heller, Robyn Cusworth, Zoë Gibson Quirk)