During this week's Mid-Autumn Festival or Moon Festival, celebrations in China most often involve colourful lanterns and decadent mooncakes, sometimes housed in ever-more elaborate and decorative boxes.
But to mark the event this year, Fred & Farid Shanghai opted for a more inventive approach to reflect the reunion of family, resilience and feeling of togetherness that the full moon represents.
The agency created a new typeface inspired by the shape and rotation of the moon. This 'MoonFace' includes 26 letters, 10 numbers and 20 punctuation marks.
Here's how the creative team describes it:
Each letter is surrounded by a circle to indicate the complete state of the moon, and the changing axis is a representation of its rotation and the infinite angles behind it. A way to remind us that just like the moon, we have the power to shift and refresh ourselves in a cyclical process—and that our world is in perpetual motion that we can embrace.
Those interested in conversing in moon may download the font here.
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