Gandhi Bookstores Design & Branding GANDHI TYPOGRAPHY by Ogilvy & Mather Mexico

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GANDHI TYPOGRAPHY

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Industry Book store
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Associate Creative Director Gabriel Martínez-Démian Nájera, Benjamín Pedrero - Daniel García - Fernando Quiroz
Creative Director Paulina Espinosa, Victor Alvarado, Agustín Vélez, Carlos Holcombe, Iván González
Art Director Edgar Romero, Héctor Cruz
Copywriter Jorge Ramos
Released January 2001

Credits & Description

Category: Promotional Item Design
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Victor Alvarado (Ogilvy México)
Creative Director: Agustín Vélez (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Creative Director: Iván González (Ogilvy México)
Creative Director: Paulina Espinosa (Ogilvy México)
Associate Creative Director: Benjamín Pedrero (Ogilvy México)
Associate Creative Director: Gabriel Martínez (Ogilvy México)
Copywriter: Jorge Ramos (Ogilvy Mexico)
Art Director: Edgar Romero (Ogilvy Mexico)
Art Director: Héctor Cruz (Ogilvy México)
Art Trainee: Rodrigo Ramírez (Ogilvy México)
Art Trainee: Beatriz Valencia (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy México)
Agency Producer: Gerardo Samano (Ogilvy México)
Front-End Developer: Miguel García (Ogilvy México)
Media placement: Tipography Website - 1 Website - 1 Jan 2012

Describe the brief from the client
We wanted to make reading more accessible to everyone, not just through books or our traditional advertising, but through all sorts of reading - however little, however amateurish or professional, by levering a very engaged customer base who was eager to collaborate with the brand.

Describe the challenges and key objectives
Instead of getting literature closer to people we decided to create a tool that would incite them to create written content for themselves, spreading it out through all kinds of written formats, to all sorts of targets. The most important thing: this new written content would get closer to people by being very easy to read. That's how the gandhi typography was created; a brand new font designed by a multidisciplinary team of experts that due to its characteristics has the advantage of facilitating the act of reading itself.

Describe how you arrived at the final design
Making reading easier for people, simply by a text's appearance, has the power to make reading seem less complicated, more friendly, it makes people into better readers, and quicker readers, who discover the joy of reading and who keep wanting to experience it: taking it up as a habit, nurturing their culture and hopefully fostering their creativity.

Give some indication of how successful the outcome was in the market
The Gandhi font was made available through the Gandhi website, which to this day has almost 100,000 hits. It exceeded 60,000 downloads in its first week. Students from the country's most prestigious university, the UNAM, have already started printing dissertations in the Gandhi font. Editorial Reverté - a publishing house from Spain - adopted it and has already released a book printed entirely in the Gandhi font. As for the remaining 59,998 other downloads, we can only assume.