…well, it is now, courtesy of Dado Queiroz and his Massey Ferguson uppercase characters.

“I was commissioned by Dez Comunicação in Brazil to create an upper case alphabet for Massey Ferguson, based on the shapes of Helvetica Neue—their corporate font—and using parts of their world-renowned products, such as tractors and pulverizers, taken out of photographs they provided.”

I guess the execution will be set to work in marcomms and where headlines can bear it – but despite the limitations, taking a business’ product characteristics into less obvious aspects of their communication language is always really interesting. So, JCB, up for Yellow Extra Bold?

Here’s the link to the full character set and diacritics on Dado’s Behance pages.