Case Study: Tencent expands its global brand voice with Monotype’s custom typeface

Tencent expands global presence with Monotype’s custom typeface for 19th anniversary

Tencent, a leading provider of Internet services in China, sought to expand its global presence with a new brand identity that could communicate its values of innovation across different languages. The company approached vendor Monotype to design a custom typeface that would provide a consistent and recognizable brand voice worldwide, harmonizing Chinese, Japanese, and Latin characters.

Monotype developed a forward-thinking, slanted typeface family that included support for Greek and Cyrillic characters. The design incorporated optical corrections for legibility and shared visual features across all languages to ensure harmony. The solution allowed Tencent to project a unified and modern brand image globally, supporting its mission and substantial growth as a multi-billion dollar company expanding into new international markets.

Tencent