read15 min
Engineering a living visual language
How ADC’s new branding learns from context
Play prototype
Created by multiple contributorsi
How can particle-based typography effectively balance dynamic visual expression and legibility while reinforcing a brand’s identity?
Background
We designed an organic font that had a distinct character by using particles that flow around and imitate the wind. This relates also to the weather, which is the main source of inspiration for the C°F identity. The font guides the visitor through the website by continuously morphing into a new shape.
What did we learn?
Because the amount of particles that can be shown are heavily dependent on how good the computer performs, it directly has an effect on the legibility of the font. Keeping this balance was the biggest challenge in this experiment.
Ambitions
This font was later on included in the CLEVER°FRANKE website and strengthened the visual identity of the company.
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