Manic Type: The Studio Behind Publicis Nouveau, an Award-Winning Typeface

In 2024, Manic Type was commissioned to create a custom typeface for Publicis Canada’s rebrand. The result, Publicis Nouveau, captures the agency’s ethos to “lead the change” and has since earned multiple awards, including recognition at the 2025 Applied Arts Design Awards. Jamie Chan, founder and designer of Toronto-based Manic Type, shares his insights on the project and the creative process behind the typeface.

What were some unique features of the project?

Designing a typeface for a studio like Publicis Canada differs significantly from creating a commercial typeface. The focus shifts from the shapes to representing a brand's message and values typographically. I really appreciate Victor Yves and Olga Nataeva for bringing me onto the project. They had a vision for the typeface they wanted but needed my expertise to bring it to life, and we created something that I think was out of all of our expectations.
The typeface draws its forms from Marcel Bleustein-Blanchet's original 1926 logo. We wanted a typeface that we felt was timeless and forward driven, but also created an ongoing dialogue with the company's legacy, and one that paid homage to the past. I collaborated with the team on creating unique letterforms using Marcel’s logo as a base, and we found a typeface between the lines that was dynamic and bold, and could be used to communicate their vision effectively.

 Publicis Nouveau is characterized by its mix between narrow and wide proportions, its uniquely rounded curves, and ink traps that draw from the days of the letterpress. The typeface pays homage to its origins while embracing modern aesthetics. The typeface uses the wide sweeping alternates to create space and a unique rhythm, one that can always be changing and adaptive. One that we felt really fit the values of the company. Functionally, narrow and wide letterforms also gave the typographer some leeway when trying to typeset formats with narrower and wider widths. The weight of the typeface was specifically chosen for its relationship with the colour palette, as we needed something that would be just the right boldness to stand out in its unique use cases.  

Can you give us your opinion on what you think made this project a success?

For me, I think it’s when you start to see the company embrace the typeface. Including the process! We had a really great dynamic when we designed the typeface together, and I really have to congratulate the team at Publicis Toronto, they did a great job of bringing the rebrand to life using the typeface, and creating vibrancy for the brand. Publicis Canada has garnered a lot of attention with their rebrand this awards season. I’m really happy to have been a part of it. The rebrand has also garnered a lot of attention, and they've won many awards (Applied Arts included) with it this year!

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Manic Type’s work on Publicis Nouveau proves that type design is not just about letters—it’s about shaping a brand’s story.