The Wolff Factor
Wolff Olins have recently linked up with type foundry Colophon to create this awesome identity and font. We're really digging it, for us it's exiting and out there and a great execution, the only thing we're on the fence about is the sign which although looks beltin' we're not sure how legible it is. That being said it's a great project which speaks for itself.
"Lafayette Anticipations is a cultural institution. Not only is it helping the brand break away from the four walls of the store, it’s blazing a new trail. Unlike initiatives like Bernard Arnault’s Louis Vuitton Foundation and a soon-to-open showcase Francois Pinault, it isn’t a conventional gallery.
It’s a unique, experimental space that supports artistic development and encourages making. In the basement, invited artists – not all internationally known and not all French – will be given the time, space and equipment to indulge their imaginations in a hi-tech workshop.
It’s a multi-disciplinary place of production, where artists are challenged to realise work in new ways. Together with curator and director Francois Quentin, Houzé asked us to create a brand that would embrace this idea, and bring making to the fore.
Inspired by the insight that concealing and revealing words in part creates more anticipation than showing things in full, we anchored the brand in a dynamic, bespoke typeface, which we crated in partnership with masters of typography, Colophon.
Letters are cropped in a random way, giving a sense of constant motion even when static – an homage to the building it graces. We developed an algorithm that means the same word yield different combinations each time it’s typed. It’s a feat of design, maths and code, used across print, digital and signage to great effect."
Need Our Help? Just get in touch today!
Wether it's branding, photography or even a cool website, we can help you make an impact.