Grab started as a ride-hailing app in 2012 and has now become Southeast Asia’s largest mobile technology company that connects millions of consumers to millions of drivers, merchants, and businesses.
Since expanding its operations into Cambodia, Grab ran into an interesting problem. Due to the lack of quality Khmer typefaces on the market, Grab’s options for making their visual communication consistent have been very limited.
In early 2019, Grab initiated a brand refresh, the main driving force behind this refresh would be expanding the newly refined Grab logotype into a fully ready to use display typeface across all the different languages Grab was operating in.
We worked closely with the internal design team at Grab to design and engineer the Khmer version of their proprietary display typeface.
The challenge was to make sure the Khmer script shared the same geometric attributes as the Latin while still retaining legibility in headings and sub-headings.
Our first initial design had us removed all the notches in the hairstyles for a more economical and streamlined look, while this served well as a direct visual translation of the Latin well, it ended up looking too foreign for the Khmer audience.