Tuta “Turn ON Privacy”

Tuta (formerly Tutanota) is a company that respects its users’ privacy. They offer and develop the most secure email, calendar and contact services – the first one with quantum-safe encryption. Placing ethics before profit, makes Tuta a reliable partner, trusted by over ten million private users and thousands of companies, including major financial institutions and human rights organizations.

Typography played a key role in conveying Tuta’s brand voice. To make sure the messaging stands out according to their main motto, “Turn ON Privacy”, it was decided to play dynamically with the font in a scrolling animation which reflects the action of easily turning on privacy through data encryption. With that, the audience could get a visual idea of how Tuta ensures data privacy.

For this new step in the brand development, new typography was introduced with a sleek and modern look. MD IO, a contemporary monospaced typeface was designed by Rutherford Craze with clarity and legibility in mind, particularly at small sizes and on digital screens. A monospaced font brings with it a technological vibe from the lines of programming code, but MD IO also adds a human touch through organic small details, like the inktraps in the letter N. Its non-geometric shape breaks the rigidity of straight lines, bringing organic details to the letters that above all else resonate Tuta’s belief: Privacy is a human right.

3D model & animation coding by Yohei Yamasaki. Illustrations by Patricia Tarczynski.
For more info, read the full case study.