A distinct custom font with wings for Duolingo. Collaborating with agency Johnson Banks, we began to look at how to incorporate the shape and spirit of an owl’s wing into letterforms. The logotype lead the way for the headline font. Once the master logotype was refined and approved, we expanded our development process for the typeface, exploring alternative forms for almost every letter shape, and testing each time with the tone of voice and sample messaging that Johnson Banks had proposed. The final result: ‘Feather Bold’ became a key part of the brand identity.