Cultivating brand potential


Sustainable font to save money

Posted by: Jo Briton

Categories: Typography,

Tue, 29 Apr 2014

Stationery brand Ryman has teamed up with ad agency Grey to launch what they are calling “the world’s most beautiful sustainable font”. Unsurprisingly called ‘Ryman Eco’, the new font claims to use 33% less ink than standard fonts.

According to Ryman, if we all switched to the font tomorrow for everything we print, we would save more than 490 million ink cartridges and reduce CO2 emissions by 6.5 million tons every year.

So how does Ryman Eco work? The idea behind the new font is simple. We all rely on printed pages for work, using up tons of paper and ink—somewhere close to 1.5 billion laser ink cartridges a year. One of the major reasons why we use all of that ink is hiding in plain sight—the fonts we use. To cut down on ink, Ryman Eco's characters are made up of multiple fine lines instead of a single solid stroke.

The result is a swirly, gap-filled font. The gaps in the letters are visible but, at sizes smaller than 10pt, they are filled by ink bleeding, making the letters look like a normal, solid line font.

The advertising film is pretty neat too, see below.

Do you think this could be the start of sustainable fonts or is it just a gimmick or should digital be the way forward?

Source: PR News Online