![](https://www.identitype.se/wp-content/uploads/2024/02/ATG_Background-1-scaled.jpg)
![](https://www.identitype.se/wp-content/uploads/2024/02/ATG_Background-1-scaled.jpg)
Styles
Styles
About ATG
For ATGâthe Swedish Horse Racing Totalisator Boardâit was crucial to possess a distinct typeface that conveys the excitement of horse racing and betting.
ATG’s typeface finds application in receipts, betting slips, start lists, programs, advertising, marketing materials, apps, web, in-store, and ATG TVâa wide array of contexts.
In addition to capturing the thrill of horse racing and betting, there was a need for a space-efficient typeface due to extensive print requirements. Drawing inspiration from their brand strategy, centered around a âvivacious and engaging betting experience,â we developed letterforms and numerals for an extensive typeface family comprising ATG Rubrik (âHeadlineâ), ATG Text, and ATG Text Monoâall optimized for digital usage.
ATG Rubrik and ATG Text Mono consist of two fonts each, while ATG Text encompasses eight fonts.
âWe needed to encapsulate our entire brand identity in a packaging solution. Furthermore, we aimed to visually represent that trotting and thoroughbred racing are spirited equestrian sports intertwined with lively betting. Our new typeface played a pivotal role in achieving this.â Nils Ekmark, Brand Manager, ATG
- Design Team
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Ărjan Nordling, Göran Söderström, Kent Nyberg, Jan Abrahamsson, Kristian Rune
- Client
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Nils Ekmark ATG, Bold
Rubrik
Rubrik Condensed
Text Light
Text Light Italic
Text Regular
Text Regular Italic
Text Medium
Text Medium Italic
Text Bold
Text Bold Italic
Text Extra Bold
Text Extra Bold Italic
![](https://www.identitype.se/wp-content/uploads/2024/02/ATG_korrektur-scaled-1.jpg)
![](https://www.identitype.se/wp-content/uploads/2024/02/ATG_korrektur-scaled_2.jpg)
![](https://www.identitype.se/wp-content/uploads/2024/02/TypsnittATG_Skiss_2.jpg)
![](https://www.identitype.se/wp-content/uploads/2024/02/TypsnittATG_annons_2.jpg)
![](https://www.identitype.se/wp-content/uploads/2024/02/TypsnittATG_Skiss.jpg)