We created a new font based upon the logo of a Mexican department store, to be used in its branding communication.
Based upon the brand of a top class Mexican department store, we designed a new script font to be used in a wide range of identity applications, including a series of logos that could be written with the new font.
As in any English commercial script we had to create dozens of ligatures, alternative glyphs, initial and ending forms, and several swashes to render harmonious combinations. A great deal of programming for contextual behavior was included in the font Palacio, as well as several special logos which co-exist under the main umbrella brand.
Designed by Alejandro Lo Celso
Programmed by Iván Moreno
El Palacio de Hierro company