Scanway is engaged in the production and sale of high-quality and comfortable workwear. In 2023 the client changed its positioning, and at that moment there was a need to update the corporate design. In a professional environment, Scanway has established itself as a manufacturer of high-quality clothing, which is bought by representatives of working professions, courageous and competent male specialists. We decided to use the image of the target audience in creating a graphic sign, logotype, and typography. We developed a logo and typeface, which became the basis of a new visual style, determined the colors, created several media, and created a brand book. The source of inspiration for designing a new font was the idea that strength and masculinity without humanity and irony seems to be boring and banal. We decided to make a two-layer identity: powerful and brutal, at first glance, but with notes of softness, tenderness, and love. Upon closer examination of the font design and the design of lowercase letters, one can notice a positive, kind attitude in the plasticity of forms, dictating the rules of typography and the principles of composition of the corporate style. Thus, in a font inspired by brutal geometry, there is a struggle and interaction between round and rectangular shapes. The letters are built on the principle of alternating contrasts of a circle and a square, where one shape is replaced by another. The letters in small size we developed lose their charm, so the Scanway font must work in large size typography. The Scanway font is designed for headlines, prominent messages, slogans, and quotes. It is arranged at the edges of the format, cutting, and moving words whenever possible so that the text occupies the entire maximum possible area of the media. In the identity we created the sign, logo, and font for the Scanway company seem to be brutal, based on the specifics of the client’s products, but together they form a soft and friendly texture that speaks of warmth, care, kindness and love for the business and the person.