Swatch Corporate Typeface (Swatch CT) is a contemporary multilingual typeface covering all Western and Middle Eastern languages used in countries where Swatch™ is present. All Swatch branches, dealers, resellers and manufactures will use Swatch CT.
In 2010, NORM (Dimitri Bruni, Manuel Krebs & Ludovic Varone) was commissioned to create the Latin corporate typeface for the Swiss wristwatch manufacturer Swatch. Norm based in Zurich, Switzerland, designs and publishes books and typefaces, including research in the field of type and graphic design.
In 2013 NORM asked Lebanese type designer, Pascal Zoghbi from 29Letters to collaborate on developing the extended Arabic character set for Swatch CT to allow for a consistent and unique Swatch identity in the Middle East.
Pascal Zoghbi designed the Arabic glyphs to complement the visual identity of the Latin glyphs in Swatch CT. Since the Latin glyphs were based on the sans serif style, Pascal created a simplified Naskh, low-contrast Arabic style. The Arabic letters were designed with equal proportion, weight, and contrast to the Latin letters.
Pascal was keen on designing the Arabic to distinguish it from the other simplified Naskh fonts. Although Arabic glyphs are more organic than their Latin counterpart; nonetheless, the Swatch feel is present in both scripts and represents the stylish and unique look of Swatch wristwatches.
The collaboration between Pascal Zoghbi and NORM to create the corporate type for Swatch is symbolic, because Lebanese entrepreneur Nicolas Hayek who launched the brand in 1983 with remarkable success in Switzerland, founded The Swatch Group.
It is important to note that Swatch CT is the typeface used for all Swatch publications and advertisements, which is totally different from Swatch’s logotype’s structure and design.
We use the latest type design tools and technology to create contemporary multilingual fonts. Our design experience matched with our technical knowledge ensures up to date typographic solutions for original typefaces.