The Next Point of View, a typographic concept for Gravient's identity.
Gravient, a virtual and augmented reality company, asked us to develop its brand identity, their main objective is the creative use of technology for commercial purposes.
Built from a standard typeface, we have developed a typographic behavior using interaction and three-dimensionality. Letters are set to change depending on the angle in which they’re looked from, this way, the user’s point of view becomes key in determining the shape of the typography.
Following this approach, the typographic language becomes endless and the different styles of the family are determined by the use of perspective. This typographic concept has been developed concerning its use for virtual and augmented reality as well as website interaction.
In order to cover all of the communications needs of the company, a typeface family that fits with the concept of the identity was created. The family is made up of three styles based on different points of view.
Concept, Design & Art Direction
Pràctica + David Galar