Legible Letters
Branding with all users in mind
Amid the buzz surrounding Jaguar’s controversial rebrand, a quieter but equally significant shift has taken place in the UK’s high street banking sector.
If you’ve been paying close attention, you might have noticed Nationwide’s subtle evolution in typography. About a year after unveiling their rebrand, Nationwide has discreetly updated their brand font across all communications.
At launch, the rebrand featured Founders Grotesk, a modern and characterful typeface from New Zealand’s Klim Type Foundry. While Founders Grotesk is aesthetically striking – blending mid-century charm with contemporary confidence – it’s not particularly easy to read. Its tight spacing, geometric forms, and minuscule apertures (the openings in letters like a, c, and e) pose challenges, even for those with typical vision. For my 100-year-old grandfather or my dyslexic neighbour, navigating a paragraph set in this typeface would likely be a frustrating experience.
Recognising these issues, Nationwide has introduced a custom version of the font, aptly named Nationwide Founders. This tailored typeface makes significant strides in improving accessibility and readability, demonstrating how thoughtful design can enhance user experiences.
How Nationwide Enhanced Accessibility
1. Increased Spacing for Clarity
The most noticeable change is the increased spacing between letters and words. This adjustment enhances character definition without disrupting the natural flow of reading – a crucial balance, as reading relies on the brain processing text holistically.
2. Unique Letterforms to Reduce Confusion
Dyslexic readers often struggle with letter mirroring, where characters like b, d, p, and q are easily confused. Nationwide Founders ensures each character is distinct, even when flipped or rotated. Similarly, the 6 and 9 are no longer simple inversions, and the identical shapes of I and l (capital i and lower case L) have been redrawn for better differentiation.
3. Redrawn Apertures for Readability
Letters with tight apertures – such as c, e, and s – have been redrawn to avoid misreads. Each letter’s start and end points are now clearly defined, significantly improving legibility across the board.
4. Form follows Familiarity
Certain letters have been simplified to align with how they’re typically written by hand. For instance, the g now features a single-storey form with a tail that extends below the baseline, making it instantly recognisable.
5. Amplified Characteristics for Visibility
Subtle yet impactful adjustments can be seen in letters like t, y, and r. The crossbar on the t is more pronounced, the descender on the y is elongated, and the wider r stands out more clearly within words.
6. Rounded Tittles for Contrast
The dots above i and j (known as tittles) are now rounded, matching Nationwide’s new logo aesthetic while also improving character distinctiveness.
7. Extended Ascenders and Descenders for Balance
Vertical strokes in letters like d, h, and k now extend slightly above the cap height, while descenders in p and q reach further below the baseline. These adjustments enhance word recognition by creating more variation in letter shapes.
Why This Matters
Nationwide’s approach exemplifies how even small typographic changes can have a significant impact on inclusivity and brand perception. By prioritising accessibility, they’ve not only improved the reading experience for those with visual or cognitive challenges but also reinforced their brand values of inclusion and diversity and putting the customer first.
This evolution serves as a reminder to designers and brands alike: typefaces are more than just aesthetic choices. They are tools of communication, capable of including – or excluding – your audience. Remember: legibility isn’t a compromise; it’s a cornerstone of effective design.