AMX
Lechuga Type · Antonio Mejía Lechuga
A bespoke 19-font type system designed for América Móvil's Claro brand, replacing DIN with a warmer, digitally hinted sans-serif in six weights, italics and a condensed variant.
About
Commissioned through Santa Marca agency, AMX was built to unify Claro's fragmented visual identity across 18 countries in the Americas and seven in Europe, where inconsistent DIN licensing had caused ongoing implementation problems. The system spans six Roman weights with matching italics, a condensed subfamily for space-constrained formats such as invoices, and a Brands variant for composing subsidiary logos. Manual hinting was developed with Elí Castellanos to ensure consistent rendering across browsers and digital devices.
Classification
Developed as a warmer, more humanist alternative to DIN for a major telecoms brand, AMX balances geometric structure with human warmth and retains the functional clarity required for extensive digital use across multiple countries.