Project Information
Godwit Family is a geometric sans serif typeface derived from the main objective of Traveloka's newer brand refreshment, maintaining a few key aspects such as inclusive yet unique, aspirational yet approachable, and energetic yet credible throughout Godwit Family. To name a few of Godwit's characteristics, they have an over-exaggerated upper/lower-half proportion on several letters as well as a cut-out tip of the crotch on letters like 'W' and 'M'.
All of this is done in a sophisticated way and systematized throughout the Godwit sub-family to further accompany Traveloka's newer brand refreshment. The sub-family comes in Display, Text, and Thai, diversifying purposes and serving itself all together, hence Godwit Family is split into three sub-family categories.
In Godwit Display, the main aspects and uniqueness stays the same and are put into point-specific display type usage (OOH, Decks, and Headlines sizes). The text family still has its Godwit Family uniqueness but has been fine-tuned and modified into point-specific text type usage (body copies, longforms, and minuscule sizes). The Thai family's design cues came directly from the text family and broadened the typeface's scriptual capabilities supporting Thai-script, hence expanding Godwit Family's SEA biscriptual capabilities.
Additional Information
Project
Traveloka
Agency
Traveloka Creative Lab
Styles
2 Family - 18 Styles, Display & Text
Scope of Work
Custom Typefaces
Background
As a part of brand refreshment, Traveloka aimed to blend the inclusivity and distinctiveness in visual identity, yet aspirational but approachable, and a vibrancy of trust. To support this vision, the Godwit family was introduced as a custom geometric sans serif typeface—designed to reflect these values across all communication platforms.
Brief
The goal was to design a versatile type family that could serve the wide-ranging needs of Traveloka’s brand—from bold headlines to detailed body text—while maintaining a consistent and recognizable character. Godwit needed to strike a delicate balance between modernity and warmth, offering a unique visual voice without sacrificing functionality or clarity. The design would need to extend across multiple sub-families, ensuring consistency in Latin and Thai scripts and across a variety of uses, from digital screens to out-of-home advertising.
Delivery
Godwit Family was developed as a systematized, sophisticated type family built around key distinctive features. The exaggerated upper and lower proportions in certain letters, combined with unique cut-out tips in forms like 'W' and 'M,' give Godwit a memorable and energetic personality without overwhelming the reading experience. These subtle details were consistently applied across the family, ensuring a coherent visual tone at every touchpoint.
The family is divided into three sub-categories: Godwit Display, Godwit Text, and Godwit Thai. Godwit Display retains the distinctiveness of the family and is optimized for large formats such as outdoor advertising, presentation decks, and headlines. Godwit Text adapts the same visual DNA but is fine-tuned for readability at smaller sizes, making it suitable for body copy, editorial content, and user interfaces. Expanding Traveloka’s linguistic capabilities, Godwit Thai was designed with direct reference to the Text sub-family, creating a seamless extension into Thai-script environments and reinforcing Traveloka’s presence across Southeast Asia.
The result is a dynamic, biscriptual type system that supports Traveloka’s refreshed identity—making the brand feel more unified, accessible, and confidently modern across every communication channel.
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