| Title | LX TYPE |
| Brand | LISBON CITY COUNCIL |
| Product/Service | CITY OF LISBON |
| Category |
H01. BRANDED TECH (ONLINE) |
|
Entrant Company
|
LEO BURNETT LISBOA, PORTUGAL
|
|
Advertising Agency
|
LEO BURNETT LISBOA, PORTUGAL
|
Credits
| Luciana Cani |
Leo Burnett Lisboa |
Executive Creative Director |
| Nuno Salvaterra |
Leo Burnett Lisboa |
Head Of Art |
| Guilherme Nunes |
Leo Burnett Lisboa |
Art Director |
| Jaime Nascimento |
Leo Burnett Lisboa |
Copywriter |
| Nuno Frade |
Leo Burnett Lisboa |
Head Of Digital Production |
| Hugo Lage |
Leo Burnett Lisboa |
Director |
Creative Execution
The LX Type is not just a typography because on the website lxtype.pt, where it can be explored and downloaded for free, everyone can test the font and find out a place associated with each letter, transforming words in spontaneous and personalized guides of the city.
In one month, more than 5,000 downloads of the font were made and more than 7,500 itineraries were created, but that’s not all. The LX Type originated a hashtag for instragamers to look more at the Lisbon skies and stories about how people connected with the typography. And just like the wires spread through the city streets, the official font of Lisbon spread through national and international press, television and internet.
The iconic trams of Lisbon do not go unnoticed to anyone. Neither they nor the wires that provide them with energy and that are spread across the city's most charismatic neighborhoods. So we looked at these in a different way and found a typography in its complex mesh. And like that, the LX Type – The official font Lisbon was born. But this is not just a typography because on the website lxtype.pt, where it can be explored and downloaded for free, everyone can test the font and find out a place associated with each letter, transforming words in spontaneous and personalized guides of the city.