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“Put the right letters together and make a better day”

(Prince)

This is who we are.
This is what makes us tick.

RAG is a type-oriented branding studio that specializes in brand identity, strategic thinking and visual communication. Based in Tel Aviv, RAG was founded by Rami Rashti and Alon Kanchuck. We’re committed to simple yet intelligent design that helps companies make an impact, remain authentic, and convey a consistent message.

Building Brands With Type

We help brands shape their identity with the power of type. We believe type is a brand’s most consistent and distinct asset. That is why each brand we work with is given a custom type-based visual language in order to define its unique voice and to communicate it across all platforms and client touchpoints.

See some case studies

Designing Fonts

Letters are the visual expression of human ideas. Since there are always new ideas, there is always room for new forms of expression. We design high-quality fonts for brands, companies, organizations and individuals, which help them adapt to constantly-changing needs in today's digital age.

Browse our fonts

Typography is a treasured brand asset. What makes it so valuable?

IT IS DISTINCT & RECOGNIZABLE

Arguably, type is your brand’s most distinguishable asset. Letterforms can be categorized and identified more easily than basic colors or shapes. Moreover, most of the basic colors & shapes are already used by leading brands. Typography has the unique ability to be both distinct and familiar at the same time.

IT OFFERS LAYERED COMMUNICATION

Type is an information carrier. If you can read the language, you can understand the literal content. Type is both the vehicle of content and the content itself. The written information receives an extra layer of visual context. The look & feel of the letterforms, combined with their literal meaning, create infinite and more holistic communication possibilities.

IT IS A VISUAL CONSTANT

Type is a brand’s only true visual constant. Colors may vary depending on the medium/printers/screen calibration; the logo and key visuals are not always present. Type is the only asset that will consistently echo a brand’s voice through all client touchpoints.

IT INVOLVES THE SUBCONSCIOUS MIND

The average reader can’t really explain why a certain font is familiar or pleasant to look at. When typography is accurately crafted and set, the reader will enjoy the act of reading on another level. He or she will probably recognize the brand subconsciously. It is similar to the way we enjoy music without understanding how it was composed or why it makes us dance. It is what it is, and it works in mysterious ways.

Custom type is a great investment. Here are three reasons why:

IT IS TAILORED FOR A PERFECT FIT

Whether it is language support, a specific character set or platform compatibility, a custom font is designed from the ground up to fit the brand’s exact needs.

IT IS OWNABLE & UNIQUE

Unfortunately, the majority of brands use free Google fonts in their attempt to stand out. Yet over the past few years, more and more brands are beginning to realize the power of custom type as a unique brand asset.

IT IS MEMORABLE & CONSISTENT

When type is tailored to respond to a brand’s specific needs, it becomes a truly special ownable tool. The result is a memorable and consistent brand voice that can be utilized through all written communications.