In 2018, Absa underwent a massive rebrand. They split from Barclays and needed a new visual identity that represented a "newly independent, proudly African financial group." The brief for the typeface was aggressive:
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If you love the clean, geometric, and modern look of Absa Brave Sans, several high-quality open-source fonts In 2018, Absa underwent a massive rebrand
; it is reserved exclusively for Absa’s internal branding and corporate communications. This is where ABS A Brave Sans font