Lettering for Pumpa Gas Stations
We teamed up with Studio Milk to create a new corporate identity for the gas station chain Pumpa, with its first locations in Lozorno and Galanty, Slovakia. (More locations are on the way!)
The new branding was built around the idea of Pumpa as a good neighbor—local, friendly, and approachable, with a subtle nod to retro and socialist aesthetics. This vision led us to embrace hand-lettering over conventional grotesque fonts. We drew inspiration from Slovakia’s vintage sign-painted lettering and retro script styles from the 1960s to the 1990s.
I crafted nearly 20 script variations and explored over 50 styles for the initial “P” before finalizing the design. The result is a monolinear lettering style with perpendicular stroke endings, echoing the simple architecture of the gas station. Each letter was meticulously adjusted, inclined, and connected, with careful attention to stroke balance for a cohesive and harmonious look.
