Custom Typefaces for Alpine Cars

Three-part type system: emblem, badges, and a 17-style family

Production Type developed a comprehensive type program for Alpine's 2017 brand relaunch, comprising three components: a refined 'A' emblem and 'Alpine' wordmark, exterior badge numerals, and a full typeface family for all brand communications. The wordmark's wide sans serif had its arrow shortened, angles harmonised, and overall balance improved. The broader family was designed to avoid the overtly technical aesthetic common among automotive brands while staying true to Alpine's French heritage.

Set in Alpine Vision, Alpine Ascension

Insights

Alpine Ascension draws simultaneously from Grotesque, Humanist, and Gothic signage traditions, combining squared forms (a, e, o) with smooth open curves (c, g, s, t).
High shoulders on h, m, n, r and relatively short descenders produce compact, space-efficient setting that mirrors the car's lean proportions.
Japanese script support was achieved by adapting Type Project's Axis fonts to harmonise with the Latin characters rather than designing a Japanese typeface from scratch.
Badge numerals were drawn to fit within surface dimensions specified by Alpine, constraining the design process.