Tines is a no-code automation platform that liberates security workers from repetitive, unfulfilling work and empowers them to focus on more meaningful tasks that utilize their true potential.
Led by the brand narrative “A tool for every story”, the new identity system is formed around the idea that an empty page represents the unlimited potential of automating everything you can imagine. The resulting brand is an expression of playfulness, creativity and the endless possibilities that are waiting to be unlocked with Tines. This freedom is also mirrored in the typeface choice for the project.
Tines’ typographic system is composed of two typefaces by Displaay Type Foundry: Roobert and Reckless. The primary brand typeface is the sans-serif Roobert. Its geometric construction communicates simplicity with a tech-native sentiment, while its rounded square features mirror the character of the brand’s layout style and usage button shaped control elements.
For larger display headlines, the brand deploys the humanist but sober-looking serif typeface Reckless. Its sharper features contrast beautifully with Roobert while still sharing a similar x-height so they can be paired and exchanged seamlessly within headlines.
By carefully mixing these two contrasting typefaces in a single headline, we are able to express the magical connection of two independent actions that start speaking to each other in harmony.
