Custom Fonts Projects - Tokotype
Thinking Room Inc.

Project Information

TR Grotesk draws inspiration from early twentieth-century geometric sans-serifs, featuring distinctive characters such as angular cuts, circular counters, and a modern reinterpretation of balanced tones—bringing the modernism without leaving behind the legacy. TR Grotesk comes in three weights with italic uprights, including several alternate versions of Thinking Room’s signature asterisk symbol for playful customization.



Additional Information

Project

Thinking Room Inc.

Agency

Thinking Room Inc.

Styles

1 Family - 6 Styles

Scope of Work

Custom Typefaces



Background


Thinking Room Inc. is a Jakarta-based design studio, recognized for their reputation in creativity and deep cultural distinction. With a strong influence in branding and visual identity, they maintain their reputation as a design studio that balances the experimental approach with clear and purposeful design. As their internal discussion, they sought to create a unique visual voice that could scale up effectively in all communication forms.




Brief


In the first place, they already set their goals, which are more than just a typeface but visually complementer. They aim to look for a typeface that captures their personality—modern, playfulness, historical awareness, and a style that feels unmistakably the “Thinking Room”.


Together with Eric Widjaja, Ritter Willy Putra, and the Thinking Room team, we set out to find their unique creative rhythm. The challenge was about balancing heritage and forward-thinking design. TR Grotesk emerged as a geometric sans serif that blends the inspiration from the structure of early grotesques with a distinctly modernist edge.





Delivery


This font comes in three weights: Regular, Medium, and Bold—each paired with upright italics. Its structure is constructed by refined geometric based, yet subtle and unique. TR Grotesk beyond its form as the DNA of Thinking Room’s internal communication system. It is supported and used daily in emails, documentation, team presentation, and many experimental exercises. From this collaboration project, we create more than just a typeface but embedding identity through typography, resonating the character and composition in every letter, symbol, and space.

Related Projects

Traveloka 1

Traveloka

BackgroundAs 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. BriefThe 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.DeliveryGodwit 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.

Gopay 2

Gopay

BackgroundAs 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.BriefThe 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.DeliveryRupa 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.

Have a project for custom fonts in mind?

Tell us about your project. We’ll respond within 24 hours.

Save