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Algorithmic 'smart' identity — anything but predictable

Algorithmic 'smart' identity — anything but predictable

Wolff Olins creates 'smart' identity using algorithm-based typography for Lafayette Anticipations, Paris' latest cultural institution

Typically, an identity attempts to encapsulate everything a brand, a movement or a place stands for, what it represents and how it functions. But what happens when that is an open ended question and a place doesn't serve one targeted repeated function but invites a plethora of activities, people, cultures and lifestyles in to their space?

Lafayette Anticipations is a unique, experimental space that supports artistic development and encourages making by inviting a batch of international artists to take advantage of the hi-tech equipment and stretch their imaginations. Artists are challenged to discover new ways of working causing their output to be fresh, exciting and unpredictable. Through this unpredictable experimentation, a sense of anticipation is generated as a by-product and it is this essence that Wolff Olins have tried to capture in their identity.

 
 
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Teaming up with type-royalty, Colophon Wolff Olins created an algorithm-based typeface that cropped letters in a random way, giving a sense of constant motion even when static – an homage to the building it graces. By using this algorithm it means the a different option is produced every time its typed out, forever changing akin to the space itself.

Overall, this is much more than a traditional brand identity. It’s a smart, interconnected system of responsive assets, intrinsically connected to new technologies. It seeks to create a genuine dialogue and emotional connection with people, and is an example of intelligent identity at work.

 
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For over 50 years we’ve been helping to create and build some of the most powerful and purposeful brands in the world. We do our best work with ambitious leaders and briefs. And we always design from the point of view of the user, creating experiences that are for the many rather than for the few.

GoodFromYou Wolff Olins & Colohpon

Wolff Olins  –  Colophon – Lafayette Anticipations

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