Custom
Typeface

Developed alongside Luke and Jody at Pentagram, we designed a distinctive type system as part of the wider identity for Bangkok’s most iconic address – an address sitting at the meeting point between leisure, work and housing: Central Park.

Composed of four different sub-families, the typeface offered distinctive but relatable voices to the three sub-brands of the project, crafted in both Latin and Thai scripts – the latter created in collaboration with Bangkok foundry, Type-K.

The typeface’s core style embraces a robust, modern, geometric aesthetic, with detailing that exposes the underlying modularity of the DCP brand it represents. The exaggerated joins and separated strokes are architectural in tone, referencing the repeating linearity of the original Dusit Thani Bangkok’s design. Each sub-family modulates from this common skeleton, creating its multiple distinctive tones of voice – some softer, some more sophisticated.

Functioning in rigorous, daily use, the family deploys a wide expressive palette while performing well for the key branding elements, from word marks and reading conditions to the building’s website and (now) unmistakable signage.

Custom Typeface
Year: 2021
Client: Dusit Central Park

Agency: Pentagram
Team: NaN, Luke Powell, Jody Hudson Powell, Margherita Papini, Ceri Stock, Luis Gutiérrez Rico, Type-K