With its new custom brand typeface “Carlsberg”, the company is able to create a clearer brand connection than any of their previous typefaces. The font is designed with close attention to the original and celebrates the logo. Unique details, like the ligatures known from the logo, make the typeface intelligent and highly recognisable. Different weights and characteristics also enable a customisable and contextual level of brand affiliation. Although the typeface is designed on the basis of letters that have existed for a century, the font has a contemporary look with a broad appeal.