Project Type
Typography, Brand design
Contribution
Type Designer
Team
NA
Agency
NA
Inspiration
Inspired by the typographic badging found on both classic and modern EV cars, my goal was to merge the cursive-like shapes and connections with the sharp, angular forms of contemporary logos—preserving the character of the past while embracing the modernity of the future.
Characteristics
This concept is evident in the curved elements of the font, most notably in the letter 'o' to the right. The inner form is a near-perfect circle, while the outer form reflects the sharp 30º angle created when writing with a parallel pen. This pattern also appears in the arches of the letters 'n,' 'm,' 'f,' and 'j.'
To showcase Otto in action, I’ve created a series of assets for a conceptual brand and museum exhibit, illustrating the ideal use of the logo font.
The brand name, Shift, symbolizes the evolution from classic car design to electric vehicles. The visual language blends vintage charm with modern innovation, using a muted color palette and subtle grid details to anchor the content.
A key symbol of automotive culture, the checkerboard print is reimagined in a dynamic way to represent the "monumental shifts" in technology and design that have shaped the automotive industry. It also serves as a distinctive brand identifier.
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