Choosing the right font for Hungary’s New Political Force
TISZA’s new political identity was built around clarity, trust, and momentum. Positioned against Viktor Orbán’s centralized system, the visual brand is strong, contemporary, and designed to perform across podiums, social media, protests, and digital platforms.
Why Luma?
In political communication, typography carries weight. Messages must be read instantly, often from a distance, often under pressure. Fair Luma Sans offered a rare balance: geometric precision that says authority, paired with subtle warmth that keeps the tone human and accessible.Its structure feels modern without being flashy. The spacing and proportions create a sense of balance and stability. It handles Hungarian accents and special characters correctly, so every headline and message looks natural and precise. That was crucial for a movement speaking directly to the Hungarian public.
From Design System to Street-Level Reality
Fair Luma Sans became the backbone of a scalable and disciplined typographic system. Medium weights deliver clear, confident headlines and direct calls to action, while lighter weights support longer texts without losing readability. The hierarchy remains solid whether the message appears on a podium framed by national flags, on a protest banner across Budapest, or on a mobile screen in someone’s hand.
Scaling a movement across every platform
To help TISZA communicate clearly and react quickly, we built a flexible system of social media templates across multiple platforms, all structured around Fair Luma Sans. The typeface ensures that every message, from short updates to major announcements, remains consistent, legible, and confident.By using Fair Luma Sans as the core typographic voice, the identity stays unified even as content changes daily. The result is a system that allows the team to move fast while keeping the message strong, clear, and instantly recognizable across every platform.
Team
Adam Marton, Vince Szarka, Panna Kocsis, Vilmos Sas, Bálint Rubóczki, Lucas Breuer
