The Royal House of the United Kingdom must project a graphic image that merges modernity with tradition. What was once the largest empire in the world is presented in the 21st century as a dynamic and contemporary institution. To this presence of modernity it must add the traditional values of trust, security, elegance and sophistication.

For the design of their communications and website (royal.uk) they chose our Rufina typeface (in its variant Alt02) since it graphically summarizes the principles of tradition and modernity, dynamism and sophistication indispensable for this work.