BRASÍLIA, BRAZIL — The number of solid organ transplants fell dramatically around the world between 2019 and 2021, research has found, highlighting the widespread impact of the COVID-19 pandemic on health services and patients.
Adote is a Brazilian foundation dedicated to sharing information about the organ donation and transplantation process through various tools, such as public awareness campaigns, articles, books, leaflets and stickers, lectures, and round tables, in addition to participating in public policy forums. Now their tools of communication include a less obvious, yet powerful and demonstrative asset: a typeface called Donortype which was designed to promote organ donation.
A person can save up to eight lives if he/she chooses to donate organs. To generate awareness about this lesser known fact, and drawing attention to the life-saving importance of organ donation, the design department of White Rabbit Budapest combined 8 different fonts – thus giving life to a brand new typeface, called Donortype.
The 8 fonts represent 8 human organs; the new Donortype – with its imperfectly combined, yet normal and functional fonts – artistically expresses the outcome of an organ donation. The whole alphabet of the typeface with their different bits and pieces demonstrate all the survivors, whose lives were saved by the organ donation of others.
Each and every font is the result of a meticulous and individual design process. Some elements of the “base” fonts were left out, and replaced by other pieces taken from one of the 8 typefaces. The idea was to combine the characteristics of both fonts casting light on the new identity of the Donortype fonts. The colour palette was also carefully selected, reflecting the natural colours of the human body.
Besides using Donortype for posters, the typeface was also uploaded onto all the important font archives and websites, and made available for free downloads – so when it’s shared and used, this very special typeface could easily communicate the importance of organ donation.
CREDITS
Client: Adote
Brand: Adote
President: Rafael Paim
Advertising Agency: White Rabbit Budapest
Chief Creative Officer: Istvan Bracsok
Chief Creative Officer: Levente Kovacs
Creative Director: Luis Paulo Gatti
Strategic Creative Director: Jim Seath
Associate Creative Director: Martina Martinez
Associate Creative Director: Augusto Lima
Art Director: Luis Paulo Gatti
Art Director: Frederico Livi
Art Director: Dennis Silveira
Copywriter: Flavio Pinheiro
Copywriter: Caio Kochenborger
Copywriter: Levente Kovacs
Client Service Director: Levente Balint
Account Director: Reka Batho
Production Company: Square Pixel
Executive Producer: Raphael Dias
Executive Producer: Aramis Barros
Director: Raphael Dias
Motion Graphics: Aleff Maurício
Music&Sound Company: Fuzzr Audio
Music Producer: Felipe Colenci
Music Producer: Gustavo Marques
Music Producer: Rodrigo Ricardo Rodrigues
Bass: Felipe Brisola
Pianos & Programming: Felipe Colenci
