Creative direction for Aleck, a new 38-font proprietary type family designed to unify the entire AT&T brand across communications, products and experiences. Designed first for performance in mobile environments, the family was gradually expanded to include an expressive slab serif and highly-functional condensed and compressed styles. 

Creative direction:
Darrin Crescenzi, Interbrand
Gregg Heard, AT&T
Matt Staab, AT&T

Type design and programming:
Dalton Maag

Video:
Jurgen Koch, Interbrand
Darrin Crescenzi, Interbrand

“Aleck” icon:
Sung Suh, Interbrand