HOW A THREE-TIER TYPE SYSTEM GAVE A CHILDREN'S CHARITY THE VOICE IT NEEDED

Summary from the TLDR Design newsletter

Buttle UK's rebrand centers on typography to give the once-understated charity a stronger, more expressive voice, using a three-tier type system to balance warmth, clarity, and joy. A storybook-style serif (Reckless) delivers emotional resonance, Neue Haas Grotesk provides neutral, trustworthy body text, and a playful “childhood type” adds bursts of color and energy, creating a flexible yet coherent identity that helps the charity speak credibly to diverse audiences while highlighting the human impact of its work.