Sugru is an air-curing rubber that can be formed by hand — kind of like a serious Silly Putty. It bonds to most materials and turns into a strong, flexible silicone rubber overnight. The young company just rebranded with the help of Atto Partners. The identity is built around Rubrik, a typeface with soft contours but a rigid structure, echoing the properties of the product itself. The friendliness of the type also reinforces the selling point of Sugru: quick and easy fixes to everyday problems, no professional experience required.
Post a comment
More Fonts In Use
House Industries Lecture at AIGA South Carolina2012
- Jay Fletcher
Contributed by Stephen Coles
Contribute to the Collection
Fonts in Use is a collaborative project. Create an account and submit your own work or other examples of typography.