REFRACTED TYPE

Com­puter Arts se­lects the hottest new design, il­lus­tra­tion and motion work from the global design scene

Computer Arts - - Contents - by ONY Agency https://en.ony.ru

Hot new work, in­clud­ing a new iden­tity for Fu­ture Lon­don Academy

REFRACTED TYPE

Moscow-based design agency ONY and brand­ing icon Michael Wolff have col­lab­o­rated to cre­ate a strik­ing new ty­pog­ra­phy-based iden­tity for Fu­ture Lon­don Academy, an es­tab­lish­ment of­fer­ing im­mer­sive learn­ing ex­pe­ri­ences for cre­ative pro­fes­sion­als and in­no­va­tors from around the world.

While ex­plor­ing Lon­don, ONY no­ticed two re­cur­ring el­e­ments in the city’s ar­chi­tec­ture – tri­an­gu­lar shapes and re­frac­tion – and brought both into the iden­tity. The team cre­ated a li­brary of 3D build­ings ref­er­enc­ing the city’s main ar­chi­tec­tural and cul­tural symbols, be­fore lay­er­ing the mod­els onto the brand’s type and images to cre­ate an ab­stract re­frac­tive ef­fect.

“It echoes the idea of Fu­ture Lon­don Academy: knowl­edge through the lens of Lon­don,” ex­plains ONY’s Anna Sytina. “The li­brary of 3D ob­jects can al­ways be ex­tended, giv­ing the brand an un­lim­ited way to ex­per­i­ment and ex­press it­self.”

“On one hand this was a dream project,” she adds. “Ev­ery­one who’s en­gaged in design and brand build­ing wants to make a brand iden­tity for an ed­u­ca­tional in­sti­tu­tion that’s fo­cused on design and cre­ativ­ity. But at the same time it was a chal­lenge to do some­thing for such a so­phis­ti­cated au­di­ence.”

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.