Project Information

The Gopay custom font family features a sophisticated fusion of sans-serif and serif typefaces. The existence of this duality offers a wide variety of typographic alternatives, providing visual uniformity throughout various Gopay design system implementations. Inspired by the twists found in vernacular typographic culture, these fonts harmoniously blend modern forms with nuanced remnants of the past.

Additional Information

Project

Gopay

Agency

Gopay Wired

Styles

2 Family - Display & Text

Scope of Work

Custom Typefaces

Background

As one of Indonesia’s most widely used digital payment services, Gopay sought to evolve its visual identity to match its expanding role in everyday life. To achieve a deeper level of brand coherence and flexibility, Gopay introduced Rupa Sans and Rupa Serif, a pair of custom typefaces designed to bring a richer typographic voice to the brand’s communication. These typefaces were created to strengthen Gopay’s presence across digital, print, and environmental platforms, while staying true to the brand’s approachable and contemporary spirit.

Brief

The task was to create a type system that offered both versatility and character. Gopay needed a sans-serif and a serif that could work individually or together, providing visual harmony across a broad range of applications. The design had to reflect a modern aesthetic while maintaining a human touch, connecting the brand to its audience with authenticity and warmth. The inspiration drew heavily from the twists and subtleties found in vernacular typographic traditions, aiming to create fonts that felt fresh and forward-looking without losing a sense of cultural continuity.

Delivery

Rupa Sans and Rupa Serif were developed as a sophisticated dual-font family, offering a complete typographic toolkit for Gopay’s growing ecosystem. Rupa Sans embodies a clean, modern structure with subtle details that reference traditional letterforms, ensuring it remains accessible and friendly. Rupa Serif, while more expressive, is crafted with the same underlying principles, blending classic serif influences with contemporary proportions to create a seamless pairing.

The result is a system that allows Gopay to move fluidly between different tones of voice—from casual and direct to elegant and formal—without breaking visual consistency. The relationship between the two typefaces captures a unique balance: modern forms layered with nuanced echoes of the past. Across the Gopay design system, Rupa Sans and Rupa Serif work together to reinforce the brand’s identity as dynamic, trustworthy, and culturally grounded, ready to serve users at every level of interaction.

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