As the Typeforce exhibition features typographic experiments and innovations, the identity took shape through exploration — pushing around shapes, playing with colors. Letterforms were transform to simple geometry and continue to take shape and change composition based on viewport height and user interaction, where the horizontal attributes are determined by a responsive expanding and anchoring of angular elements.
The 7th annual Typeforce exhibition took place on February 26, 2016; creating its identity offered an opportunity to explore the idea of identity as a kit of parts without a final form or logo.
As the Typeforce exhibition features typographic experiments and innovations, the identity took shape through exploration — pushing around shapes, playing with colors. An idea emerged, letters transform to simple geometry and continue to take shape and change composition based on viewport height and user interaction, where the horizontal attributes are determined by a responsive expanding and anchoring of angular elements.
This idea takes the responsive nature and need for all things and puts it in the forefront. By designing variant styles for the consonants, the identity became something ever-changing, influenced by user interaction.
In this is a hyper post-internet framework for an identity, we built this with straight CSS, no assets (no SVG, JPG, PGN) other than two font files for a black and regular cuts of GT Haptic from Grilli Type, chosen for its mono-linear geometric build. Keeping it internet-ie, I went with light-based bright, bold colors taken directly from Adobe's default RGB palette. Seven colors allow us to show depth via gradient blends and serve an historical nod to Isaac Newton's defined rainbow spectrum.
The kit of parts as they exist today includes: set shapes and variants that spell S E V E N, color palette that can mix and blend as desired, noise texture to add slight tactile qualities, GT Haptik for its geometric harmony.
Studio
Firebelly
Client
Public Media Institute, Typeforce
Team
Nick Adam — Design Direction
Will Miller — Design Council
Matt Soria + Bryant Smith — Web development 
Beer Sponsor
Marz Community Brewing
Awards and recognition
Society of Typographic Arts, STA 100
Sectors
Arts and Culture, Design, Entertainment, Food and Drink 
Services
Brand Identity, Website Design, Packaging, Typography
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