Utopia. For some, this six-letter word could conjure up imaginings of a futuristic city built from sharp architecture, glass and technology. For Sir Thomas More, it was a crescent-shaped island with a sweeping bay, heavily protected from outside winds, salt-spray and the world’s evil.


For his book ‘Utopia’, Sir Thomas More invented a series of symbols to replace the letters of the Roman alphabet. Although he did not create a new language for the Utopians in his tale, he instead imagined that they would write in a highly exclusive and coded script that included characters based on circular, square and triangular forms.

  • CollaborativeCollegial, collective, synergistic, friendly, inclusive,
  • BrilliantBright, intelligent, colourful, creative, informed
  • PioneeringInnovative, inventive, leading-edge, progressive, ambitious
  • IndependenceConfident, democratic, diverse

The Alphabet, Inspired By Sir Thomas More's Bespoke Version For 'UTOPIA'

  • a
  • b
  • c
  • d
  • e
  • f
  • g
  • h
  • i
  • j
  • k
  • l
  • m
  • n
  • o
  • p
  • q
  • r
  • s
  • t
  • u
  • v
  • w
  • x
  • y
  • z

An integral part of the Moretown brand identity, the Utopian alphabet has been adapted to offer a distinctive stamp of authenticity and uniqueness that will be instantly recognised by both residents and outsiders alike, prompting a social connection among peers or inspiring a desire to belong.

These are the markings of a new way of working, each one an icon to symbolise a better world. This is the visual language of Moretown.