Custom Fonts Projects

Project Information

XLSMART Sans is a modern geometric sans serif designed to reflect the brand’s precision and empathy in equal measure. Built for clarity across data-driven environments, it balances functional simplicity with subtle warmth through open counters, rounded details, and compact forms.

Additional Information

Project

XLSMART

Agency

Edelman Indonesia, The Council Asia, Visious Studio

Styles

1 Family – 14 Styles

Scope of Work

Custom Typeface

Background

The landscape of Indonesian telecommunications underwent a historic shift with the merger of two industry leading: XL Axiata and Smartfren. This was not merely a technical consolidation of networks; it was the birth of XLSMART, a brand designed to be a movement of synergy and empowerment.

To anchor this new identity, XLSMART required a bespoke typographic system that could transition the brand from a traditional service provider to a human-centric leader in Indonesia’s digital era. The typeface needed to embody the brand’s core philosophy: Innovation with Heart.

Brief

The primary challenge was to define a typographic voice for a telco brand that leads through empathy and collaboration. The brief called for a modern geometric sans serif that could reflect precision and empathy in equal measure. This typeface had to be built for absolute clarity across data-driven environments, balancing functional simplicity with a sense of subtle warmth. Strategically, the goal was to shift the narrative away from signal strength or speed toward a more human-centered vision of inclusion and progress. The resulting font needed to be versatile enough to empower a nation while remaining rooted in the technical excellence required for a modern digital infrastructure.

Delivery

Tokotype delivered XLSMART Sans, a modern geometric typeface family that serves as the visual cornerstone of the brand’s digital and physical presence. The design achieves a unique balance by utilizing open counters and rounded details to soften its geometric foundation, ensuring the brand feels accessible and collaborative. Its compact forms are optimized for high-density environments, providing maximum legibility across various platforms. This comprehensive collection offers extensive functionality and expressive power, allowing XLSMART to communicate with both authority and approachability as it leads Indonesia into a new era of digital innovation.

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