Juliasys developed a casual script typeface for the rebranding of the “Galaxy” and “Dove” brands of international confectionery giant Mars. Briefing and feedback were given by the branding agency Elmwood, London, which designed the rebrand. Besides good legibility in display and small sizes the typeface was to have a friendly, easy-going charisma.
Good readability of dense product information on packaging is supported by a large x-height and relatively short extensions. Selected characters – mainly vowel-consonant pairs – are connected as ligatures. Form changes between alternate glyphs are subtle and convey a natural handwriting feeling.
Silk Script was first applied on packaging of Galaxy chocolate products and soon after appeared in the Dove brand identity.
