The New Robi Font

Axiata Book and Axiata Bangla - both have same stroke weight and style.

One of the most popular local telco Aktel re-branded themselves to Robi from 28 March 2010. It was the most massive commercial event of present advertising history.

I came to know about the new brand name by 15 February though it was something top level secret. Suddenly I found myself so special when they offered me to design and develop a new type font for this new brand. It was totally a new experience for me.

The maximum share of Robi is owned by Axiata. So Robi is using Axiata’s brand identity and guideline. I had to follow the style of Axiata Book, a branded Roman font they are using for their identities.

The time was too limited and I was new, but that made me desperate. I met the first deadline with a complete developed font which they refused. After that the present one came with the effort of another few sleepless nights. I am grateful to my dearest friend and to Rifat Nabi.

So, when I see a billboard saying ‘apnar aktel ekhon robi’ or ‘jole uthun apon shoktite’ or some other sentences in Axiata Bangla font, I do remember the hardest works and loveliest memories 🙂