TYPE CORP - BRANDING

A type design studio's logo that can be used in any typeface.


Typecorp is a fictional type design studio which is questioning and solving some of the most pressing problems with digital type. The most important of them all is: How to render fonts in the most legible manner on hundreds, if not thousands of screens? This problem is so fundamental, yet mostly ignored in the design industry. 

Considering that typecorp is all about type, yet it's beyond type, I came up with a system in which the logo can be written in any font as long as the colour and the form of it remains the same.

Special thanks to Harsh Mittal, and Upamanyu Das.

 

A FORM WITH HIGH RECALL VALUE

 
 
 

I asked myself, what would happen if there were no limitations to this project?

 
 
 

DESIGN STRATEGY

As typecorp is a type design firm, I thought it'd be a great idea to not stick to just one typeface or typefamily for the logo. You can customize the identity in any font you want. But to keep the it recognizable, I had to make the form of the logo identifiable independent from the typeface used.

 
 
 

I really wanted to go crazy with this and see what happens.

Luckily, I had friends who could help.

 
 
 

The logo can be randomized on the website on each refresh with the fonts being taken from google fonts. For that there's a very simple JavaScript code.

Coded by Upamanyu Das. 

<script>
    var fonts = ["Open Sans", "Roboto", "Chewy", "Lobster", "Raleway", "Droid Serif"]; //Fonts from Google Fonts

    var random = Math.floor((Math.random() * 6) + 0);

    $(document).ready(function() {
      $("p").css("font-family", fonts[random]);
    });
  </script>

BRAND GUIDELINES DOCUMENT