The Brief:
Bespoke typeface design for Moira, an AI analytics brand. Moira Sans is an all-caps geometric family in three weights, constructed on a golden-ratio grid so its letterforms relate to one another by system rather than by eye.
Rather than adapt an existing face, the brand called for a typeface of its own, built to the same logic as the wider identity. Moira’s product is concerned with finding order in complex data, and the typeface reflects that: a geometric construction in which every proportion is derived from a defined system rather than judged by eye.
The family is set out on a grid divided by consecutive Fibonacci numbers, giving proportions that hold to the golden ratio throughout. Curves are built from nested golden squares rather than drawn freehand, and the O closes the system as a spiral, the same geometry that governs the grid and anchors the wider brand mark.
Across three weights, the same principle governs the stroke thicknesses themselves, stepping from Light through Regular to Bold by the golden ratio, so the weights relate to one another by the same rule as the letterforms. Each weight carries one consistent signature: a pointed apex, applied to every diagonal from the A and M through to the V and W. This detail ties the alphabet back to the wordmark and gives the family a character distinct from a standard geometric sans.
The design:
About Moira:
Moira is a concept brand for an AI platform that turns enterprise data into foresight: predictive analytics and intelligent visualisation, wrapped in an identity built to make something complex feel calm and trustworthy. It imagines a company confident enough to tell you what happens next, and grounded enough to show its working.
