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Bic begins Universal Typeface promotion
By Adnews Staff
French consumer products company Société Bic has begun an international promotion called "Universal Typeface" in support of its Bic Cristal ballpoint pen brand. The initiative takes the form of an effort to collect handwriting samples from as many people as possible around the world in order to combine them into a single typeface. Consumers can submit a sample of their handwriting via a smartphone or tablet by visiting a website at <http://www.theuniversaltypeface.com>. Visitors to the site can also compare their handwriting to the average sample. The typeface will be made available as a downloadable font in August. The promotion was developed by DDB of Dusseldorf and digital production company MediaMonks of Amsterdam.
"Our handwriting is one of our most personal possessions," said Jan Propach, creative director at DDB Dusseldorf. "With Bic having produced one of the most universal writing tools and billions of people using their product, the primary question was, what would the world's universal handwriting look like? This experiment allows us to explore that and celebrate the pen we all know and use."